In 2008, R/GA invited me to help create the digital launch experience for the Nike Zoom LeBron VI.
One of the first models in LeBron’s line designed to move comfortably between the court and everyday wear, the VI marked a broader shift toward lifestyle, identity, and personal storytelling.
A central element of that identity was LeBron’s own handwriting, which lined the shoe with his biggest inspirations.
My role was to transform that pattern from spontaneous marks into a complete, functional typeface that could be used consistently throughout the launch.
LeBron’s writing was never intended to function as a font.
It was irregular, expressive, and deeply personal. Building a working alphabet required studying its rhythm, reconstructing missing characters, numerals, and punctuation, and creating enough consistency for digital use without sanding away its character.
The resulting type system gave the campaign a direct connection to LeBron’s voice, extending his personal language across the microsite, launch graphics, and the visual world surrounding the shoe.
Role
Font Designer
Deliverables
Custom Lettering & Font
Special Thanks To:
Nike Basketball
R/GA
The Journey So Far
2020-Present
2018-2020
2016-2017
2014-2016
2013-2014
2003-Present
2010-2013
2004-2010
2002-2004
1998-2002GOT A PROJECT OR OPPORTUNITY BREWING?