The concept around Lebron James' iconic 10th shoe with Nike was created around the idea of the diamond. The diamond meaning the number ten, but also a metaphor of the diamond being the result of time, heat, and pressure.

We were asked to concept ideas for the pinnacle retail experience of the shoes release at Nike Towns globally.

Concept for "Initiation Zone". A large part of Nike's greatness is the ability to tell stories with their products. We created a system of tables and pedestals that could be taken apart dependent on the space available per desired store. Each table would have a space that told the story of the shoe. Whether it be physical design attributes, player based information or the rationale for the direction of the shoe concept.

Large black 'rocks' with illuminated LEDs (allowing to change for six colorways) and mirrored facets inside resembling the inside of the diamond.

sketches and concepting.