UPDATE: Nike is challenging the Wall Street Journal’s widely picked-up story Tuesday that LeBron James new signature shoe — the LEBRON X — could cost up to $315.
Via a statement by Swoosh spokesman Brian Strong:
The reported price of the new LEBRON X is inaccurate. The LEBRON X will be launched in the Fall at a suggested retail price (SRP) of $180. The initial introduction of the LEBRON X will be the red, white and blue Nike+ enabled version and that price is still being set, but will be at a higher price to reflect the Nike+ technology embedded in the shoes. Nike continues to offer shoes at various price points for consumers, including, currently in the marketplace, the LeBron Zoom Soldier basketball shoe at a SRP of $120 and the Nike Zoom Hyperfuse at a SRP $110.
Nike’s clearly sensitive to the issue of charging consumers high sneaker prices in the midst of the worst economic climate since the Great Depression. But it’s no surprise that if consumers want the Nike+ technology embedded in their kicks, they’ll have to pay a premium. We’ll see. The LEBRON X hits retail this fall.
PREVIOUS: Nike is rolling out a new signature LeBron James sneaker — the LEBRON X — that could cost up to $315, according to the Wall Street Journal.
What do you get for the kind of money? The shoes come with the Swoosh’s latest technology, including the Nike+ system that enables athletes to track their own performance. From the Nike web site:
As the first signature basketball shoe featuring Nike+ Basketball technology in select colorways it can track and measure performance, while an app provides feedback. The shoe also offers a lock-down fit, excellent cushioning on impact, and a lightweight fit and feel.
LeBron wore the new shoes while leading the Team USA to the gold medal at the London Olympics. Nike’s Brian Strong declined to comment on retail prices.
Prediction: There will be plenty of moaning and groaning about the high price tag. But you can bet your bottom dollar that consumers who simply have to have the latest, greatest kicks will be lined up at stores the night before.
What do you think? Would you shell out that kind of money in a recession? Weigh in below: