Nike x LeBron
We turned 23 defining moments from LeBron James's career into one connected digital and retail experience.
Services
- Experience design
- Design systems
- Scaling across brands & markets
A connected system for the global launch of LeBron James's signature shoe
The LeBron XXIII was built around 23 colorways, each connected to a defining moment from LeBron James's career.
Nike needed a way to hold the complete collection together without flattening what made each shoe and story distinct. The experience also had to work across very different settings, from Nike.com and the Nike App to physical retail, all over the world.
Fantasy worked with Nike to turn those 23 chapters into Forever King: a connected digital and retail experience with one consistent structure that celebrated the culmination of LeBron’s achievements.
Our strategic objectives
- 01.
- Turn 23 colorways into a clear narrative system people could explore.
- 02.
- Give every shoe its own story while keeping the full collection connected.
- 03.
- Link Nike's digital and retail experiences through one flexible design language.
- 04.
- Create a structure that could carry the campaign across a global release.
A digital home for every colorway and chapter
We designed a digital shoe wall that brought the full LeBron XXIII collection into one view, then gave people a clear path into the story behind each release.
The shared structure made the experience easy to understand without making every chapter feel the same. Product photography, career moments and campaign content could change with each shoe while navigation and interaction remained consistent.
The complete collection
A digital shoe wall brought all 23 colorways together.
Every shoe has a story
Each chapter linked a release to a defining moment from LeBron's career.
Built for discovery
Clear paths connected the collection, individual stories and product detail.
The solution
One campaign experience across Nike.com, the Nike App and retail.
On Nike.com and the Nike App, people could browse the collection and move into individual chapters. The system made a large body of content feel clear, visual and easy to explore.
At Nike LA and Foot Locker's flagship, the same structure moved into physical space through product storytelling and a retail tablet experience. We adapted the hierarchy and interactions to the pace of the store while keeping all 23 stories connected.
The impact
A global launch across digital and retail.
Forever King debuted in China before rolling out globally through Nike.com and select retail. Nike carried the 23-story idea through the product release, individual story pages, packaging and physical activations.
The complete story hub brought every chapter together under one campaign. LeBron praised the way design, innovation and storytelling came together, while the launch drew attention across sneaker, sports and design media.
Forever King turned 23 very different stories into one experience that felt unmistakably LeBron: a single system that worked across digital and retail without losing what made each shoe distinct.