A $315 sneaker? According to the Wall Street Journal, that’s Nike’s plan for the fall when it introduces the “Lebron X”, its most expensive sneaker ever. The shoe will feature sensors that measure how high you jump and relay that information to your smart phone.
But it’s the sticker price that has created quite a stir, especially when you consider a key market for the shoe will be young minority youth, – not exactly the consumers who can easily hand over $300 to sport the footwear of their basketball hero. Even Nike’s “cheaper” version of the “Lebron X” is expected to approach the $200 mark.
The National Urban League has called for Nike to reconsider its plans:
“To release such an outrageously overpriced product while the nation is struggling to overcome an unemployment crisis is insensitive at best. It represents twisted priorities and confused values.” said National Urban League president Marc H. Morial.
“The economic crisis has escalated violence and crime in many urban communities. Tragically, overpriced sneakers have become a false symbol of status, often sparking violence.”
But should we place the blame for creating shallow status symbols at the hands of corporate giants alone? Shouldn’t we hold the stars themselves accountable as well? Is it unreasonable to put Lebron to task for endorsing products that the very kids who idolize him can not afford?
With Lebron I’m reminded of other successful blacks who have made their money off the black community, but then turn around to peddle questionable products to that very same community. Russell Simmons and his fee riddled prepaid Visa Rushcard come to mind.
Let’s remember that Lebron is not just any superstar. He’s coming off a year in which he’s captured the NBA league MVP, won a NBA basketball championship, and captured an Olympic gold medal.
Nike spokesperson Kejuan Wilkins has asserted that, “LeBron James is one of the world’s best basketball players and a global sports icon that has transcended generations and cultures.”
As a result, Lebron is in the inevitable position to dictate terms to sponsors, instead of the other way around. He, more than anyone, could force Nike to offer more affordable sneakers.
Is asking Lebron to exert influence on Nike too much to ask of a 27 year old athlete? Perhaps. Lebron is a businessperson after all who is engaging in an honest venture. Is it fair to hold African-American celebrities and businesspeople to standards we don’t hold others to? Did we criticize Steve Jobs for creating overpriced, albiet easy-to-use computers, or do we complain about the CEOs of Coach, Gucci, or Prada who offer equally outrageously priced items?
Even so, one has to question the ethics of marketing a $300 sneaker to many of the economically disadvantaged youth who consider basketball their only ticket out of poverty.
BMWK, do African-Americans have a social responsibility to the black community when endorsing their products? Do we have a right to be critical of Lebron James for endorsing $300 sneakers?
Raquel says
Absolutely ridiculous!!!
Sally says
I posted on this last week when I heard the demand of the Urban League and I had heated debate with friends. But my position still remains. There is much in life that is out of reach, I live in NYC trust me I see it every single day, but that gives me no excuse to act violently, be resentful or stop the free market. Live and let live. Save for what you want, spend responsibly based on your means and God Bless those who make different choices. I don’t need to be saved from myself. The first time Nike tells you they’re not going to sell in your urban area black folks would be complaining about that, so careful what you ask for!!!
Lorri says
If the shoes are for other NBA athletes only, then great. But of course, the average kid will want these. The problem is they aren’t affordable NOR reasonable if your child is still growing. It’s a bit much to me but when you are a money maker, you aren’t focused on the ethics behind the product.
Dia says
I think this was a wonderful article and causes a stir of reflection as to what one considers valuable as well as conversation. I agree $300 is a bit much to ask for when some children and teens barely do what is asked of them. Secondly is it fair to the parent/child who does choose to save and purchase these shoes, only to be harmed because those who have not or choose not to be responsible feel they need these particular shoes??
Ross says
Even as a Lebron hater from Cleveland I have to say its not that big of a deal. If you scale Jordan’s shoes from the peak of his career to inflation, these are pretty much on par. I wanted Jordan’s as a kid and guess what, my parents said “no.”
Wanda M. says
Nike and other companies will continue to make these type of products as long as people continue to buy them. The problem is that people have their priorities in the wrong place and will purchase a $315 shoe, but not pay rent or their mortgage.
Sly136 says
Its a capitalist society. Either you buy the shoes or you don’t. Are we now going to complain that diamonds are way overpriced? The market determines the value of a product. In other words, we all determine the price.
T.H. says
Why is it an issue that he endorses a $300 shoe or a $25 shoe. People say that there are people who want it that can’t afford it so that makes it not fair. It’s not LeBron’s fault the shoe is $300! There are people who can’t afford the $25 shoe from K-Mart… Is it a mark of ‘keepin it real’ to have to keep it cheap because some of your fans can’t buy the more expensive stuff? Our values are wrong! A child or a person without a job shouldn’t be getting $300 shoes…live within your means!
Here’s a novel idea… How about we look at him coming up to be able to afford the shoes as INSPIRATION to get up and get ourselves to that point of success where we can do it too?? Or is it all about him ‘givin back’? We see it as glamour for him but to this man, Basketball is WORK…it’s what he does. Why should he not be able to buy the house and the cars and wear nice things? If you work hard and buy what you can afford and want, don’t you deserve to have it or are you gonna only buy bargain and cheap because you don’t want to stir up haters?
Meagan Miller says
LeBron James is a male athlete role model who may be able to identify with the children who cant afford to pay 300 dollars for a pair of shoes, but its not his responsibility to make sure he is endorsing shoes that they can afford. Im not aware of what LeBrons ambitions are, but from what I can see hes an athlete who desires to put his hands in all arenas of life to make a better living for himself and family. Some may feel that LeBron has a moral responsibility to make sure his actions and all that he does reflect positively on the community he comes from and endorsing a pair of 300 dollar sneakers may not be the case, but why point the finger at LeBron when there are plenty of successful African American entrepreneurs who drive through the communities they came from and never do anything but ridicule the people that are still there. Tackling LeBrons endorsements may not make a huge difference when it comes to the African American dollars and its spending power.
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