Akron OH is the least likely of places to launch a new basketball sneaker unless you went to St. Vincent / St. Mary’s. Like many of these trips, the expectation is to get crammed with messaging from the brand side about new product. In the case of the new Lebron VII, Nike focused on people and community of Akron, OH who helped shaped the guy into arguably the best basketball player in the NBA today.

The Ed Davis Community Center was host to a small number of media outlets from across the US, South America, and Europe. There is nothing outstanding about the Ed Davis Center. The center, for lack of a better term, is plain. Situated on a back road in a suburban corner of the city, it serves a strong role in Akron’s youth community. Basketball’s role is one that has been elevated since Lebron and the “Fab 5″ made their trek to success after winning the National Title in 2003 but the real story is the community.

Make no mistake about it - there was no grand change of beauty made to Akron. What we all saw was the Akron of today, where people live, work, play, and continue to do their thing. There was no shiny wrapper put on the city. We experienced it for what it is - a living breathing view into the people of the Akron - who are not that different from you nor I.

Below is a look from my camera at the weekend. I’ll be writing more for Highsnobiety later in the week as will Beau on his Selectism Column. Many thanks of course to Lebron James (who ran my ass on the court with no mercy), Deme, Keywan, Simon, Dean, and whole crew at Nike for hosting, as well as the cities of Akron and Cleveland.

I left my laptop bag at home, so I resorted to a Marriot Hotel laundro baggie to carry the book.

Part of the Lebron history buildout. This quote stuck with me.

Stole this photo op from Simon. Nice call.

Moving onto the main event…

Allen doing what he does best, while Karen works a toy.

You have to imagine that the room is an indoor basketball court, ok?

Lebron takes questions from the US press. No holds bar really. Everything from his new contract, Dunkgate, the Lebron VII…

Then shit got crazy….

We walked into STVM’s and were immediately sent into the locker room.

It was about to get serious.

Coach Dru (who coached Lebron during travel ball and highschool) enters the lockroom, gives us a pep talk and tells us to get on the court. Now, seeing as most cameras were not allowed on the court, I will leave you with these…

Shout out to Matthias. Jay Z. loves you.

Look for a full write-up on Highsnobiety shortly….

Pure evil.