In an attempt to reach a younger market for their LeBron range, Nike has looked for new ways to connect with its audience. The activity includes a pop-up store and a DVD that details the making of the shoe. The NY Times says:

NIKE has been no slouch when it comes to using nontraditional media to help sell shoes and athletic apparel. Now, the company is expanding those efforts to introduce the next version of its successful line of sneakers endorsed by the basketball star LeBron James.

The sneakers — formally known as the Nike Air Zoom LeBron IV — are receiving a sendoff that will include the first episode of “Sports-Center” on ESPN to be sponsored by a single advertiser, scheduled for 6 p.m. tomorrow; the distribution of 400,000 copies of DVDs about the making of the shoe and the ad campaign; saturation advertising on espn.com and mtv.com; a so-called pop-up retail store in Manhattan; video clips appearing as short programs on the MTV2 cable network; and a retro-chic neon billboard near Madison Square Garden that will show a continuously dunking Mr. James.

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