Nike produces LeBron James's signature sneakers. James signed with Nike in 2003 after a bidding contest involving Nike, Reebok, and Adidas, and the partnership developed into one of basketball's most recognizable shoe lines.
His first signature model, the Nike Air Zoom Generation, debuted during the 2003–04 NBA season. Later releases included the LeBron 2, LeBron 8, LeBron 15, and many other models built around cushioning, stability, and the demands of a powerful all-around forward.
The deal is sometimes confused with James's other business relationships, including his ownership stake in Liverpool and ventures connected to SpringHill. Those are separate from his footwear partnership. Nike also operates the Jordan Brand, but LeBron's shoes belong to Nike's own LeBron line rather than Michael Jordan's signature brand.
LeBron's sneaker partnership is notable because it has lasted from his entry into the NBA into his record-setting veteran years. The line has also expanded beyond performance basketball shoes into lifestyle releases and special editions, making Nike the clear canonical answer.