{"id":159136,"date":"2011-04-25T23:24:47","date_gmt":"2011-04-26T04:24:47","guid":{"rendered":"http:\/\/nicekicks.com\/?p=159136"},"modified":"2022-09-16T01:33:27","modified_gmt":"2022-09-16T06:33:27","slug":"1-on-1-with-nike-lebron-8-designer-jason-petrie","status":"publish","type":"post","link":"https:\/\/www.snkrsday.com\/1-on-1-with-nike-lebron-8-designer-jason-petrie\/","title":{"rendered":"King’s Craftsman: 1 on 1 with Nike LeBron 8 Designer Jason Petrie"},"content":{"rendered":"

Three shoes. One player. One season. Initially, the thought sounds excessive; however, if there’s anybody capable of making this concept work, it would be Nike. King James’ eighth signature shoe, the Nike LeBron 8<\/strong>, is undoubtedly an innovative, one-of-a-kind basketball performance design. Beginning with the LeBron 8 V1, Nike followed that with the ever-so-popular Nike LeBron 8 V2 and finished the series off with the Nike LeBron 8 PS, a sneaker that showcases Nike’s new Fuse technology.<\/p>\n

We recently caught up with Nike LeBron 8 Designer Jason Petrie, the man behind this strategic, highly-detailed concept. Petrie discussed a number of topics pertaining to the Nike LeBron 8 design format, LeBron James’ involvement in the process, the specific differences between each model and what we can expect from the LeBron line in the future.<\/p>\n

He also revealed information on a never-before-seen, fourth version in the Nike LeBron 8 series and supplied us with unseen sample versions of all three models! View our in-depth, 1-on-1 interview with Nike LeBron 8 Designer Jason Petrie below.<\/p>\n

Nike LeBron 8 V1 first and last samples <\/figcaption><\/figure>\n

Snkrs Day: Let’s start off with the response of the main person involved in this three-sneaker concept. What was LeBron James’ initial reaction when you first expressed to him the thought of creating three different shoes for one season?
\n<\/strong><\/p>\n

Jason Petrie: I think he was like, “Three shoes?” He was definitely wondering about it and wanted to know more about why we were considering it. But really, the way we laid it out to him was, we kind of preached to him our ‘transformation’ concept. Then, he could kind of see how we visioned the design and how we wanted it to progress. We also showed him some early samples, and he immediately got it especially after we displayed it through a business standpoint and showed him how it would come to life on the court. Then, he started to get excited about it, so that was definitely encouraging.<\/p>\n

Snkrs Day: When images of the LeBron 8 first surfaced on the web, a lot of sneaker enthusiasts were critical and thought it resembled the Nike Air Max LeBron VII a little too much. Yet, when consumers got a chance to place their feet inside of the LeBron 8, they were blown away by the superior cushioning level it possesses. What makes the LeBron 8’s cushioning level so above and beyond the VII, let alone most of the shoes in his line?<\/strong><\/p>\n

<\/strong><\/p>\n

Jason Petrie: Well, when we were doing the VII, the air bag and the whole construction was super new, and we were doing that all for the first time. It required so much testing and trial and error, therefore, we discovered things along the way that we didn’t anticipate. We learned how to work with the materials, our processes improved and the people that built the shoes in the factories learned about bigger and better things in regards to constructing the shoe. So, we learned a lot of things in building the VII. We were kind of in a tie-up with the VII to get it out quickly, but we knew there was a lot in the VII that we could use on the next shoe to make it better. It is the same, exact air bag and features a very similar midsole, but this time, we added a softer foam bed which is basically the median between the midsole and the upper, and for a lot of shoes, this is a harder, more firm surface. The softer foam gives it a little more feel, and it enhances the cushioning. We also matched that with a new sockliner foam that made the sockliner a little thicker which provides a real, upgraded feel. And this is all Ben Smith (developer of the shoe), Peter Savage, and the team in Asia. We really worked hard on all of those internal elements of the shoe. We just really focused on the foam package in the collar. We really locked the heel in and wanted to focus on the areas surrounding the entire foot and wanted protection in those areas.<\/p>\n

Snkrs Day: In addition to the cushioning level, the Nike LeBron 8 press release also stated that you and the design team made vast improvements on the lockdown support and flexibility level by increasing the height between the collar and heel. Specifically, how does that alteration directly increase the lockdown and flexibility levels?
\n<\/strong><\/p>\n

Jason Petrie: Well, that was more of making sure LeBron James had as much range of motion as possible while still providing him with enough support. The VII had an internal sleeve-like component which was kind of a comfortable, luxurious type of element. LeBron really likes to feel locked in and super secure; he really pulls tight on those laces. So, we really altered the height of the shoe to where he laces the actual shoe up higher and pulled the heel down to where it kind of eliminates some layers that were incorporated in the VII. So now, it kind of fits like a low-top in the heel. When he’s shooting a jumper, running or cutting, his ankle\/Achilles is free to move and flex. But he likes to feel that support at the top of the foot and pulling from his heel, he gets a better angle and increases the lockdown feel without putting his foot in a cast. So, we wanted to do that and enhance the foam and clean up some of the layers.<\/p>\n

Nike LeBron 8 V1 + V2 Comparison<\/figcaption><\/figure>\n

Snkrs Day: So, now let’s visit the LeBron 8 V2. Consumers really embraced the LeBron 8 V2 more than any shoe in this three-sneaker concept. It seems as if you and the Nike design team put more into the V2 in terms of color schemes. What is it about the V2 that stands out to consumers, and did you expect it to resonate as well as it did?
\n<\/strong><\/p>\n

Jason Petrie: I think the upper really takes color well. The composite material with the flywire cables really pops especially on something like the “Entourage” LeBron 8 V2. The materials can sometimes get a little cheap looking when trying to make it too bright if using leather. But with that composite material, it really makes it pop if you’re using bright colors. The color team worked for awhile on making sure it was the right color red (on the “Stoplight” Nike LeBron 8 V2), so it didn’t look desaturated. We wanted to make it bright and poppy. I also think the V2 is a little more sleeker because the layers have been reduced on the shoe all over. So, it’s an all around more sleek shoe which is in-line with what people want to wear now. I don’t think it was a matter of us spending more time on any of these. When it came to the V1, we had to launch it and get it on the court in certain colorways. With the V2, we had already taken care of some of that, so we were able to open the floodgates a little more. But you know, we still had the “South Beach” color scheme on the V1, and that’s a pretty crazy color, so this was a pretty long plan. It’s not like we just did the V1 and instantly thought about what we were going to do for the V2. It wall all a scheduled plan. We all thought together to make sure there was a rhythm and harmony in regards to the color schemes, graphics and materials, not only with LeBron but with the rest of the line. So, that is kind of how that color story came to life.<\/p>\n\n\n\n
<\/span><\/p>\n

“It’s not like we just did the V1 and instantly thought about what we were going to do for the V2. It was all a scheduled plan. We all thought together to make sure there was a rhythm and harmony in regards to the color schemes, graphics and materials…”<\/h1>\n

– Jason Petrie<\/h1>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\n

Nike LeBron 8 V1 & V2 first samples <\/figcaption><\/figure>\n

Snkrs Day: So, was the V2 created and\/or designed before the other two models or were they all created in the same order they released? <\/strong><\/p>\n

Jason Petrie: Originally when we started, it was all built with the Nike LeBron 8 PS in mind. So, we wanted to start there and work our way back. We wanted to see where we could go with the PS. At the time, we couldn’t build the PS during the holiday season or around the time the V1 released. The technology just wasn’t ready at the time. So, with the way the VII ended, we just wanted to kind of start there and tell a story of old world-to-new world with LeBron changing from his old team to new team. At the same time, we wanted to tell the story of old-to-new in terms of technology. Since he is an innovation leader for Nike Basketball, we wanted to transition from style to innovation and development. It’s been a style type of thing especially with the debut of the Nike Zoom LeBron VI, and style is important to LeBron and his shoes, but he wanted us to push him and push the line. So, we wanted to use him to spearhead our innovation, our research and our development. Now, we have an opportunity to take the consumers and LeBron on this ride from the past to the future in his shoes. Even with the Milan, the fourth version I mentioned; it’s an even more of an old world version. It takes place before the V1. It’s like a prequel, and then it moves on through going from leather with a little bit of tech emphasis and a big Air bag. Basically, where LeBron has been. Now, it’s the PS which is now the totally new Air bag, carbon fiber, Hyperfuse, lightweight and really just trying to reach for the sky in terms of performance and pushing him where he’s never been before. As we go forward with the Nike LeBron 9 and 10, we’re going to try to hit the gas, appropriately, where it works for LeBron and using technologies that are applicable to LeBron. In other words, we’re not going to make a shoe that’s super light because it’s the trendy thing to do, but we’re going to do something that LeBron needs and will benefit from. We’re going to continue to use the Innovation Kitchen and our tools at Nike Innovation to fuel that. So, it’s really exciting and I think LeBron is really excited too.<\/p>\n

To read page 2 of the interview, click here.<\/p>\n

Nike LeBron 8 PS Sample<\/figcaption><\/figure>\n

Snkrs Day: Following the Flywire based V1 and V2, you decided to go with Fuse technology on the LeBron 8 PS. After strategically working with both technologies, which one do you think is more beneficial and applicable to LeBron’s game?
\n<\/strong><\/p>\n

Jason Petrie: Well, I think it just depends on how you use them. Both of those technologies are not good for just one thing. They’re explosive in terms of how we can use them, and we’re finding all of these new things and ways to use them. So, actually I don’t think there’s one that’s better than the other for him, but I think they’re both great for him even though that sounds like a cliche answer. We proved it in the Nike LeBron 8. Both of those solutions are in there, and they both fair equally well. I think Hyperfuse is a little bit more of an efficient solution because you’re able to do an entire shoe with that one material. With the flywire, it’s a little more complicated to do an entire shoe. It is going to take a little more research to get that done if it can be done at all. Hyperfuse is a bigger picture thing where we’ve realized that this technology is better for building performance footwear. So, it’s not just for LeBron because it can be used for Kobe, KD or johnny on the block with a ball in his hand which is really powerful. As for Flywire, you can still change a lot of dynamics as well. We are still discovering ways to use it, and new formulations that are really mind-blowing. The sky is the limit. We’ll use what we have for our innovation that’s working best at the time.<\/p>\n

Snkrs Day: Everything is getting light in regards to basketball performance shoes, but you and the Nike design team chose to kind of go against the grain and maintain a certain weight seeing that LeBron is unlike any other basketball player considering his athletic prowess. How did you juggle making a lightweight construction for LeBron all while making it applicable to his play?
\n<\/strong>
\nJason Petrie: You hit the nail on the head, man. We’ve talked to LeBron about that, and he understands that and it really helped us come to that realization. He wanted a certain measure of protection in his shoe. He basically said he wanted to feel like there is something there. He said he wanted to bend, flex and move, but he wanted to be protected and locked into something. He didn’t want to feel like he was playing barefoot. We tried to push the weight pretty far. With the PS, we gave an early sample of it to LeBron, and he told us we needed to add a little more structure in certain areas and foam in other places. He thought it was a little too flimsy in certain places. So, we actually went back in and put some more bits and pieces of ounces in it. It was nothing that changed the weight of the shoe that much, but it added benefit to LeBron to where he felt more secure and stable. Therefore, the shoe worked that much better for him even though it may be .2 ounces heavier.<\/p>\n

Nike LeBron 8 V2 & PS <\/figcaption><\/figure>\n

Snkrs Day: Although you changed the Air bag from a full-length 360 degree element to a 180 degree attribute, a lot of sneaker enthusiasts have fell in love with the full-length Air bag. How does this 360 degree bag differ from the bags incorporated into previous signature shoes that are apart of the Air Max Penny line, Air Max Barkley line and even the Air Max Griffey line?<\/strong><\/p>\n

Jason Petrie: That’s actually a pretty good observation. The full length Air Max is a little bit more for the heavy foot strikers or someone who has a little bit more mass. The new 180 bag differs from the old Penny bags in that it has a lot more Air and a lot more foam. It’s actually 80% more Air in this bag. So, that’s a pretty big deal. The geometry is quite different as well. It pulls forward into your lateral midfoot and extends past your really heavy crash pad areas. So, you’re really extending that Air cushioning benefit into another crucial area to add more protection. The old bags kind of just stop and provide great coverage on the heel impact. It just gives you a nice, more springy bounce.<\/p>\n

Nike LeBron 8 V2 & PS <\/figcaption><\/figure>\n\n\n\n
<\/span><\/p>\n

“As we go forward with the Nike LeBron 9 and 10, we’re going to try to hit the gas, appropriately, where it works for LeBron and using technologies that are applicable to LeBron. In other words, we’re not going to make a shoe that’s super light because it’s the trendy thing to do, but we’re going to do something that LeBron needs and will benefit from.”<\/h1>\n

– Jason Petrie<\/h1>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Snkrs Day: In Miami, you mentioned that you and the Nike design team were inspired by a trip to Beijing in regards to the newly-designed Fuse technology. What, in particular, did you all discover on that trip that led you to incorporate Fuse on the Nike LeBron 8 PS and other products?
\n<\/strong><\/p>\n

Jason Petrie: The insight that came out of it was that these guys play on really rough courts all hours of the day. To hoop, they needed a shoe that is light, durable and breathable. And that’s what Fuse is. It something that gives great durability and great breathability out of one material because it is a composite. We were able to use a lot of mesh without disturbing the durability level. Normally, when you have a mesh shoe, that thing tears up, you have no support and it feels like an aqua sock. But in this design, you have support, you still get the mesh in certain areas for breathability. We had to make it strong enough for LeBron. We didn’t want him to be twisting out of the shoe. We knew we could build this Fuse technology safely and produce it on a mass scale to where LeBron’s shoe, and the guy that goes and picks it up in the store, can both use this model for a very long time.<\/p>\n

Nike LeBron 8 V1 Sample<\/figcaption><\/figure>\n

Snkrs Day: Has LeBron ever voiced to you his favorite model of the three?<\/strong><\/p>\n

Jason Petrie: Well, it’s funny because right when we first started this, our overall director and head of Nike Basketball challenged me to make each shoe hotter than the first one. It’s already a challenge to do one hot shoe. So, to do three in a row was a tough challenge. But we just got after it. LeBron actually reacted that way in the order we showed him. We showed him the V1, and he thought it was sick. When we showed you him the V2, he was extremely happy. We finally pulled out the PS and his expression and reaction was even more crazy. So, we achieved what we were going after. You never know until the guy you’re designing for finally sees it and reacts. It’s always a relief to see him act like that. We were all just really satisfied and proud to make him feel that because we knew it was a tall order.<\/p>\n

To read page 3 of the interview, click here<\/a>.<\/p>\n

Nike LeBron 8 PS first and last samples<\/figcaption><\/figure>\n

Snkrs Day: Well, since you are the one that has seen the inside and outside of each stage of all three shoes, which one is your favorite and why?
\n<\/strong><\/p>\n

Jason Petrie: I had a lot of favorites along the way in building the shoe. My favorite model of the three is probably the V2. I’m right there along with everybody else. The PS is right behind that. That’s a tough one for me. I’ll go with the V2 because I love that full Max unit. I’d rather play in the PS, but I’d rocked the V2 if I’m just walking around. There’s a couple of colors that changed my mind a little bit. You guys have seen the “Dunkman” V1 pair that is absolutely sick. We had a very early colorway that was grey with orange and black. We were going to try to get him to wear it on Christmas Day. It’s been one of my favorites since the beginning. There’s a V2 we did early on that’s just ridiculous. I don’t even know if I can say what it looks like, but I have one sitting in my office. It’s probably my favorite one of the whole bunch.<\/p>\n

Snkrs Day: This innovative concept of three shoes in one season is undoubtedly groundbreaking in terms of signature lines. Will this become the norm in LeBron’s line and\/or other signature lines within the Nike brand? <\/strong>
\nJason Petrie: It’s innovative only in the sense of LeBron and his new mindset. Anybody can make three shoes, but we just kind of felt like LeBron was going through this transformation. So, we just thought we could kind of ride along with this transformation. So, it’s kind of a double edged sword in that regards. It just kind of worked for this year. We may or may not use this concept again, but I just think it was a cool moment in time, and I just think we were able to tell a really deep story about LeBron in this way.<\/p>\n

Designer Jason Petrie wearing his Nike LeBron 8 V2 <\/figcaption><\/figure>\n

Snkrs Day: With LeBron switching multiple shoes throughout the season, does the break-in period of a shoe become a factor for either LeBron or your average consumer who may want to play in all three during the duration of a season?<\/strong><\/p>\n

Jason Petrie: We worked with him all along the way, and we try to build the shoes to where you’re not having to go break them in. We want them to feel great right out of the box. But, LeBron has these shoes months and months in advance before he puts them on the court. So, he already knows the feel of them. He had on the PS months ago. He was wearing the V2 before the regular season started. He knows what’s coming, and he is able to give us feedback. It may not be right at first just like the PS I was telling you about earlier. So, it gives us a chance to go back in and alter things. We want it to be perfect for him when it’s time to put it on the court.<\/p>\n

Snkrs Day: Many consumers obviously love LeBron’s signature line, and there are a lot of basketball players who praise the LeBron Soldier series just as much. If you continue to design multi-sneaker concepts for LeBron, do you think it will take away from the Soldier series or exclude it all at once?
\n<\/strong><\/p>\n

Jason Petrie: The Soldier series will stick around. It’s sort of become LeBron’s team shoe. It’s for the soldiers, you know? It’s something that will now come out in the fall at the start of the college basketball season. So, it’s just a little bit of a different cadence now. LeBron wanted the playoff shoe to be an extension of this regular season shoe. He still wants to offer the Soldier because it provides the perfect solution for that team situation. We still want that to be apart of the line. You’ll see him wearing it in warm-ups or at a camp or something.<\/p>\n\n\n\n
<\/span><\/p>\n

“We all love it, and we would be talking about it even if we were not working on the shoes, so it’s just great to be able to talk about ideas and have them come to life. That’s just the power of Nike.”<\/h1>\n

– Jason Petrie<\/h1>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n


\n<\/strong><\/p>\n

Snkrs Day: Lastly, was there any special things or places you and the Nike design team visited when going through the creation process of the three-sneaker Nike LeBron 8 concept?<\/strong><\/p>\n

Jason Petrie: The team that creates LeBron’s products is very close. We do a lot of stuff together. We take trips to Asia, New York, Cleveland or wherever. We’re always talking about sports, LeBron, Kobe, KD, Nike and competition. So, there’s always ideas being thrown out. We’re always talking about the next shoe, and that’s constantly going on. Really, it formulated through those conversations. We had a bunch of sessions where we got together and hashed things out. Our team got together with LeBron and had conversations about what we wanted to do and what he was thinking. Once we did a couple of those things, the shoe starts to build itself in certain ways. Through all of that time, I’m sketching and trying to build it that way organically. I actually went to Asia for the More Than a Game tour for the Nike Air Max LeBron VII and was working on the LeBron 8. I spent a couple of weeks in Asia, and then I went to meet up with LeBron in Paris and then came back and spent another week in Taiwan working on these. I came back with early samples of the V1 and V2. Those two weeks, armed with the experiences our team leading up with that, I was able to come home with a good sample. Of course, it changed because of more discussions and meetings, but we knew we had something. It was just all about refining and testing it and making sure it was perfect for LeBron. If anything, I always like to get a week in North Carolina to clear my head, and just come back with a little Chick-Fil-A and sweet tea in my system and I’m ready to work. Really, we’re always talking about it. It never stops. That’s the good thing about work around here. We all love it, and we would be talking about it even if we were not working on the shoes, so it’s just great to be able to talk about ideas and have them come to life. That’s just the power of Nike.<\/p>\n

LeBron James wearing the "Stoplight" Nike LeBron 8 V2<\/figcaption><\/figure>\n
LeBron James' "Stoplight" Nike LeBron 8 V2<\/figcaption><\/figure>\n

Click here to see detailed photos of the evolution of never-before-seen Nike LeBron 8 samples.<\/p>\n

<\/p>\n

Nike LeBron 8 Samples<\/h3>\n
Nike LeBron 8 V1 first and last samples<\/figcaption><\/figure>\n
Nike LeBron 8 V1 last sample<\/figcaption><\/figure>\n
Nike LeBron 8 V1 & V2 first samples<\/figcaption><\/figure>\n
Nike LeBron 8 V2 first sample <\/figcaption><\/figure>\n
Nike LeBron 8 PS first and last samples <\/figcaption><\/figure>\n
Nike LeBron 8 PS sample<\/figcaption><\/figure>\n
Nike LeBron 8 PS sample<\/figcaption><\/figure>\n
Nike LeBron 8 V1 sample<\/figcaption><\/figure>\n
Nike LeBron 8 V1 sample<\/figcaption><\/figure>\n
Nike LeBron 8 V1 first samples<\/figcaption><\/figure>\n

Click here to view comparison photos of the Nike LeBron 8 V1, V2 and PS.<\/p>\n

<\/p>\n

Nike LeBron 8 V1-V2 & V2-PS Comparison Photos<\/h3>\n
Nike LeBron V1 & V2<\/figcaption><\/figure>\n
Nike LeBron V1 & V2<\/figcaption><\/figure>\n
Nike LeBron V1 & V2<\/figcaption><\/figure>\n
Nike LeBron V1 & V2<\/figcaption><\/figure>\n
Nike LeBron V1 & V2<\/figcaption><\/figure>\n
Nike LeBron V1 & V2<\/figcaption><\/figure>\n
Nike LeBron V1 & V2<\/figcaption><\/figure>\n
Nike LeBron V1 & V2<\/figcaption><\/figure>\n
Nike LeBron V1 & V2<\/figcaption><\/figure>\n
Nike LeBron V1 & V2<\/figcaption><\/figure>\n
Nike LeBron 8 V2 & PS<\/figcaption><\/figure>\n
Nike LeBron 8 V2 & PS<\/figcaption><\/figure>\n
Nike LeBron 8 V2 & PS<\/figcaption><\/figure>\n
Nike LeBron 8 V2 & PS<\/figcaption><\/figure>\n
Nike LeBron 8 V2 & PS<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"

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