First appeared on August 30th, 2012
in the Lebanon Reporter
LeBron James is the best basketball player on the planet, a three time MVP, NBA Champion, Olympic Gold Medalist and yet remains largely a public relations disaster. When news broke recently that Nike would unveil James’ latest shoe (dubbed “Signature X”) for a retail price of $300 Shoeheads everywhere eagerly rubbed their hands together while the rest of us, you know those with real jobs who have bills to pay and kids to feed, were left scratching our heads.
The last thing LeBron needed was another reason for John Q. Public to loathe him. All this after he'd done so much to heal his reputation. He'd said and done all the right things since the "I'm taking my talents to South Beach" debacle left him flat on his back with two black eyes. He'd finally dominated the playoffs in the way so many deemed him incapable of. He captured his first NBA Title and won his third MVP trophy with humility. He even showed a measureable level of maturity after taking a backseat for much of the Olympics without complaint. And now this.
Aside from the 1930’s and Washington’s winter at Valley Forge, has there ever been a worse possible time to ask $300 for a shoe? With unemployment at 8.2% and an estimated 15 million American children living in poverty, how can Nike justify charging $300 for this shoe? It’s especially unnerving considering they were more than likely put together in some unventilated ramshackle aluminum shed by Vietnamese children being paid in McDonald’s coupons.
Perhaps the more pressing issue here is just who exactly is in the market for a $300 shoe anyway? Clearly Forbes Magazine said it best when they surmised wearing the right pair of sneakers can “make you look something else: rich.” And if you count yourself amongst the throngs of other twenty somethings trying to “look rich”, just remember layaway was originally meant to assist struggling families during the Great Depression, not for you to blow a month’s salary on a tennis shoe. Especially when that money could be used to keep the lights on your house; you know the same one your parents call the basement.
And if you count yourself amongst the famed 1% who actually have $300 to flush on a tennis shoe that will be cool only as long as it takes Nike to release someone else’s new shoe, then perhaps the Pintando Pasas by Converse is the more responsible choice. These are shipped to a rural Mexican village where kids decorate them before sending them back to the U.S. where they’re sold for around $300. And while you’ll probably get laughed off the court should you show up calling “next game” wearing them, the silver lining around the Pintando Pasas is that the shoe benefits a youth art program in Mexico.
Basic economics tells us there’s a market for this shoe or Nike wouldn’t be pricing it as if it were made from leather recovered from the Tomb of King Tut. Unfortunately it appears to be just another example of the continued misadventures of American priorities. Either way little has changed for LeBron James. He remains a guy America is trying so hard to fall in love with despite the unfortunate knack he has for finding ways to make himself look really bad.
The answer is simple. We launch a Facebook campaign to convince those in the market for new athletic footwear to boycott Nike in favor of a more sensible option (Kangaroos), or we round up everyone who buys the “Signature X” and demand to see their tax returns.
© 2012 Eric Walker Williams
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