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?