MIAMI – Miami Heat's LeBron James is as prolific in the sneakers business, as he is in the basketball court.
The NBA star has been promoting several variations of the LeBron 11, a Nike footwear edition designed to commemorate his 11th year with the NBA.
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On Monday afternoon, Nike tweeted that his latest design -- the LeBron 11 Max Low -- was "inspired by the waters of Miami."
When he was 18-years-old in Akron, Ohio, Nike bet $93 million that his talent on the court was the kind that was going to sell shoes.
For nearly a decade, his signature shoes have been top sellers. His latest Miami Dolphins' aqua blue design launches at 8 a.m., May 24th on Nike.com. It will run for $170.
Since the company was founded in 1964, it has relied heavily on high-profile endorsement deals. The brand's scandals over labor practices in low-cost nations have not dissuaded NBA stars from renewing their multimillion deals.
The business model works for both the company and the players. Last year, Nike posted $25.3 billion in sales.
King James, 29, signed a new deal with Nike for an undisclosed amount. Forbes estimated the Nike, McDonald's, Coca-Cola, and a few other endorsements raked in $42 million.
The new Basketball Elite Hero collection includes the LeBron 11 Elite, which runs for $275. The LeBron 11 collection also includes a unisex sneaker and two kids models.
And in a partnership with Sony, the basketball player also released a limited-edition exclusive to NBA 2K14 gamers on the PlayStation4 or Xbox One.
Earlier this month, the NBA star released a design that was an homage to the Florida Everglades. His LeBron 11 Everglades runs for $200.