Maverick Carter And LeBron James’ Uninterrupted Launches Nike Sneaker And E-Commerce Store

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Written by Ann Brown
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LeBron James and his partner in his media company Uninterrupted, Maverick Carter, have just launched a Nike sneaker and an e-commerce store. Photo via Uninterrupted

LeBron James and Maverick Carter, partners in the media company Uninterrupted, have launched a Nike sneaker and an e-commerce store.

The concept behind Uninterrupted is empowerment — specifically, the idea of empowering pro athletes to speak their minds and tell their stories, with the freedom of not being portrayed as one-dimensional, TK reported.

Uninterrupted has been on a deal-making spree. It inked a partnership with Nike that has resulted in an Uninterrupted-branded Air Force 1 sneaker as well as a new apparel collection that features a hoodie, shorts, hats, and socks. The products will be available exclusively on Uninterrupted’s recently launched e-commerce store.

The clothing line will be called “More Than An Athlete.” Sneakers are adorned with the phrase “I AM More Than” on the left shoe. The sneakers come with black and blue marker pens for the consumer to add their own phrases to the sneakers.

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“We started with athletes, but we want to empower all people, and what we have created has resonated across the globe because the idea of empowerment is universal,” Carter told Fast Company via email. “We’re creating a real emotional connection with our audience and consumers. They know us and what we stand for, and we want to better know them. We’re using product and apparel as a vehicle to further that connection, specifically with something like this AF1 that can be personalized and used as a platform to share a More Than story.”   

Uninterrupted expanded internationally in July, launching Uninterrupted Canada with the assistance of hip-hop artist Aubrey “Drake” Graham. In September, the company introduced “The Glass Helmet Project,” featuring Saquon Barkley, which incorporates the “I Am More Than” brand, Black Enterprise reported.

A short clip on the Uninterrupted Twitter feed explains the brand like this:

“I am more than stats. I am more than exciting plays. I am a father. I am a leader. I am here to make an impact. I am @saquon. And I will be seen. #MoreThanAFootballPlayer #MoreThanAnAthlete.”

Uninterrupted initially launched with the HBO series “The Shop,” which first debuted on the company’s website.

Ann Brown
Image Attribution: LeBron James and his partner in his media company Uninterrupted, Maverick Carter, have just launched a Nike sneaker and an e-commerce store. Photo via Uninterrupted, LeBron James and his partner in his media company Uninterrupted, Maverick Carter, have just launched a Nike sneaker and an e-commerce store. Photo via Uninterrupted