This Generation Nike Air Zoom Collaboration Celebrates 30 Years of SLAM

words, images & design // Nick DePaula

By the time the so-called “King James” appeared on the cover of SLAM #78 in the middle of his rookie season, the hottest prospect in league history was meeting, and surpassing, the hype.

“It's just the beginning,” read the cover text.

He laced up his first signature shoe, the Nike Air Zoom Generation, during his milestone year of 20.5.5. Only Oscar Robertson and Michael Jordan had combined those types of points, rebounds and assist numbers during their first seasons at the time.

It was not only the Association that stamped him as the future – Nike named him “for generations” at the top, with a record deal of $ 90-million for rookie shoes and a series of signatures.

To celebrate 30 years of SLAM in 2024, we partnered with brands in the industry to highlight the players, covers and sneakers that made their mark on hoops culture during that time. As a result, we created a fiery collaboration, put together details and memories that led to SLAM making its mark as a Hall of Fame inductee all these years later in the Class of 2024.

One of the most frequent cover athletes in SLAM history, LeBron James has undoubtedly made a generational impact on the magazine.

The history between SLAM and Bron also has a long history. SLAM was there early, shooting young James in Akron during his SVSM High School days and throughout his tenure as the perennial “Mr. Ohio Player of the Year”, where he led the Irish to three state championships.

The text behind the tongue of the new SLAM x Nike Air Zoom Generation is updated from the cover and says as much:

“From the Beginning…”

Responding to the colors of his first shoes, a rich red takes the base color, while a series of design details that celebrate his original signature silhouette come to life.

The red and black colorway ties in with the original cover image and ad image for the shoe's first print magazine, where James wears vintage velor pants.

There is also a nod to his very first PE, the “Laser” Generations that was worn on Christmas Day, and was the first shoe with a laser hoop to hit the NBA hardwood.

We created a detailed laser engraving that highlights the SLAM logo, James' upbringing in Akron and his first year with Nike that tells the story.

“I created a hype for myself, by playing the way I play,” reads the laser text inside.

Reference is made to a bold quote by James inside the cover feature, when he was asked what inspired the circus and the expectations that surrounded him at the time.

In January of 2003, when Nike wanted to speed up the design process of creating a signature shoe for LeBron – who was in the midst of his senior season at SVSM – a few possible shoe names floated around.

“Air King James” was an option in the very first email proposing an accelerated timeline for designing and developing the shoes for a December launch.

When original developer Jeff Johnson entered the shoe in Nike's internal factory development process, he came up with a code name (admittedly easy to crack), since LeBron hadn't even officially signed with Nike:

“Air Zoom Norbel.”

There are a variety of easter eggs and details from the early days of LeBron's production debut with Nike layered on the laser-cut side panel image, box sleeve design and throughout the insole.

Although a full Nike track suit and a Nike headband might have given it away, when he arrived at a press conference on May 22nd 2003 to announce which brand he would be signing with, a simple announcement was all that was needed:

“I'm a Nike guy,” James said.

That statement, his original 'LJ23' logo, the 'KING23' graphic from his first clothing collection and his then-viral 'CHOSEN1' back painting are all laser-engraved around the sneaker.

The moldings on this SLAM Zoom Generation from his much talked about silver Hummer H2 are all in chrome, in honor of his birthday present. Along the heel, “SLAM” is also emblazoned in the Hummer font. Both the initial 'LJ23' logo and the SLAM 'S' can be found stitched around the tongue tabs.

For the first time, there is the placement of the Swoosh collar, just as designer Aaron Cooper originally sketched. The location of the logo was the subject of much debate throughout the year leading up to that launch in late 2003, with the Swoosh “bouncing back and forth” on various samples, according to “Coop,” until the end.

“That was always a question, 'Is it a Nike shoe, or a LeBron shoe?' Cooper told me last year.

“If he had already been established in the NBA and it was a bold signature shoe, it would have been specifically called 'The Air LeBron,' the Swoosh raised the collar and said 'KING' on the side instead of 'NIKE. '”

With Nike dropping the aforementioned $90 Mil, and the pressure mounting on the shoe all the time, a big logo can only help better establish the brand and player together from the start, so the thinking went.

Before getting to Phil Knight or Mark Parker's call from the top, the logo issue came down to a vote from LeBron.

“In our conversations, LeBron felt like he didn't express himself,” Cooper continued. “He said, 'Because I haven't played yet, it has to be a Nike shoe first.'

Towards the end of the sampling process, Cooper grabbed the Whiteout to cover the Swoosh collar, and sketched out the placement of the new logo on the midsole of the shoe.

As we all know, LeBron has proven himself a lot, with this updated Air Zoom Generation logo placement system that speaks to the truly productive impact he has left on the game, and stands as a “bold signature shoe” with his legacy embedded for a long time. .

As SLAM turns 30, LeBron has left an impact on magazines, readers, and the sneaker game all these years later.

This special edition of the Air Zoom Generation was created for friends and family connections SLAM is also supported by Bron, which is one of the most detailed plans for his first signature sneaker to date.

PURCHASE YOUR COPY OF 30 YEARS OF SLAM