To appear alongside his ongoing lines of sneakers and clothing, Nike Basketball is gracing LeBron James with a personalized typeface.
London-based typography duo, Sawdust, are the designers behind the baller’s custom letters, which continues their collaborative history with Nike’s basketball sector (they previously designed typefaces for Kobe Bryant and Kevin Durant).
The creators, Rob Gonzalez and Jonathan Quainton, told designboom they were inspired by LeBron’s existing logo—a crown-resembling monogram made from an “L” and “J”—to make a font that feels regal in nature. They paralleled the logo’s low x-height, width and boldness in the new typeface.
The font will likely be used for Nike merchandise, promotions, and branding of LeBron’s products.
