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100 million Chinese were expected to watch LeBron James and the Cleveland Cavaliers play live on TV Friday night. But only 1,000 of them will have a chance to be the first to own his new shoes.
Nike will launch James’ new sneaker line, Zoom LeBron III, in China this weekend. The footwear maker was making a limited number of them available to the Chinese first.
The launch marks the first time Nike has launched a global footwear style in China. The shoe is white, varsity crimson and chrome. Only 1,000 pairs were released in China.
“These are exclusive in China,” James said. “This was for how they embraced me when I went over there during the summer.”