Kiss

Last month NIKE Inc. announced that the NBA’s Most Valuable Player LeBron James was embarking on a World Tour that would incorporate his first visit to London.

On September 4th “The King” will arrive in the nation’s capital and undertake two intense days of activity throughout the city focusing on empowering youth, grassroots basketball activity, and sports innovation through the introduction of the new Nike Air Max LeBron VII.

On the morning of 4th James will be at the opening of the new ‘House of Hoops’ retail space at Footlocker Bond Street. From there he will speed across town to judge at the Bootcamp of the annual Nike Midnight Madness tournament, ending the search for the UK’s most talented U-23 male and female “ballers”. James will then shoot back up to the West End to introduce the latest installment of his signature performance shoe, the Nike Air Max LeBron VII, at Niketown London in front of an audience of fans. James will also be presented with an exclusive pair of Nike Air Max LeBron VIIs featuring a London-inspired design created by up-and-coming London artist Billie Jean.

On Saturday 5th James will then move to the Lilian Bayliss Old School in Kennington to highlight the progress of the new youth and community-focused basketball academy being created in conjunction with NIKE and the NBA at the school’s site. That evening James will also be present at the UK premiere of More Than a Game answering questions alongside the movie’s Director Kris Bellman and some of his high school team-mates who feature in the documentary.

James’ World Tour is operating in conjunction with the promotional tour for the Lionsgate film, More Than a Game, which traces James’ journey through adolescence both on and off the court with his team-mates from Saint Vincent-St. Mary High School in Akron, Ohio. Lionsgate is expecting to release the film in Spring 2010.

“When we announced this tour, London was the spot that really jumped out at me. I’ve never been to visit and this is a great excuse to check out one of the world’s greatest cities. Visiting London to launch the Air Max LeBron VII and talk about a movie about me and my friends lives growing up together is something you never think could happen to you. Hopefully, More Than a Game will enable kids all around the world to learn that they can achieve their dreams and goals through hard work and perseverance, not just in basketball but in whatever they decide to do in life,” said LeBron James. “We can all give back and make a difference in many different ways which I hope to convey and lead by example.”