LeBron James and Maverick Carter’s UNINTERRUPTED brand continues to grow and expand into new areas of business. While already offering a long list of successful podcasts, documentaries and video series, starting today the company has added branded retail products to their newly launched e-commerce store which are now available for purchase.
These items include a custom UNINTERRUPTED x Nike Air Force 1 sneaker along with hoodies, shorts and socks which are exclusively available on LeBron and Maverick’s website. The Air Force 1’s are retailing for $130 right now while the hoodie is listed at $100. Despite just dropping today, the “More Than An Athlete” shorts are already sold-out, while the socks are selling for $14.
“We started with athletes, but we want to empower all people, and what we have created has resonated across the globe because the idea of empowerment is universal,” Carter told Fast Company last week about the drivers for the expansion of the brand into retail.
“We’re creating a real emotional connection with our audience and consumers. They know us and what we stand for, and we want to better know them. We’re using product and apparel as a vehicle to further that connection, specifically with something like this AF1 that can be personalized and used as a platform to share a More Than story.”
In terms of that messaging, the Air Force 1 features the tagline, “More Than An Athlete” prominently on the heel. Around the outside of the shoe, it also says, “I Am More Than My Body,” “I Am The Message,” “I Am The Source,” “And I Have A Story To Tell.” So far the only colorway that has been released is the white low trimmed in royal blue which certainly looks like a great start.
