Work History / Nike Basketball
The Zoom SoldierA shoe the athlete can be proud to wear, at any income
Held LeBron's accessible tier at $125 to $130 under a $200 game shoe, and re-imagined the franchise for its tenth year around his true fans.
Brand · 2012 to 2016
| Project type | Line architecture and price tiering |
|---|---|
| Industry | Athletic footwear |
| Seat | North America Footwear Merchandising Director, Basketball |
| Ran through | Nike |
What it is
The statement LeBron sat at $180 to $220. The challenge was a shoe the athlete could be proud to wear regardless of income.
What Jimmy did
- Held the Soldier as the tiered LeBron shoe, inline, as energy and through team basketball.
- Extended it toward a four-season, eleven-month proposition across owned retail and the major chains.
- Set the brief and the price position for the Zoom Soldier X before leaving Basketball in September 2015.
- The brief: re-imagine the franchise for its tenth year and celebrate LeBron's true fans.
Results
- Zoom Soldier X: $130 price point, 80% sell-through in six months.
- "The shoe proved to be the most successful model in franchise history."