The 7.7.7 event in Los Angeles was the one tied to the Sole Bar pop up, and it came with a whole family of shoes built around a single palette.
Black, purple, and red across the board, with the hometown Lakers in mind. The team split the work: a Reebok Ventilator, a K-Swiss SI-18, and the AND1 Onslaught, the lone basketball model, built alongside AND1’s marketing director. But the one that made history was the Zoom LeBron Soldier, the first shoe to ever carry the entire SOLE bar logo, lasered onto the strap. It almost did not happen, pitched to Nike Basketball less than three months out, the 72 pairs landing by FedEx the morning of the noon launch.
It was the day the community’s mark graduated onto the shoe itself, in front of hundreds of people in LA.
Were you at the Sole Bar event, and which of the 7.7.7 shoes did you most want to walk out with?
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