Continuing to extend his brand beyond basketball and into other areas of entertainment and media, LeBron James has a new series development at HBO for a as-yet-untitled half-hour single-camera comedy set in and around the sneaker-collecting culture. James is developing the series in conjunction with Maverick Carter's SpringHill Entertainment through Warner Bros. TV, as part of SpringHill's multi-year media deal with Warner Bros.
Untitled Sneaker Store Project boasts a script from Shawn Wines (High Maintenance) and Lemon Andersen (She's Gotta Have It) focuses on two best friends who try to survive the insanity of running a new sneaker store outside of L.A. and their "unique" employees as they try to make a name for themselves in "sneaker society." Wines will also serve as executive producer alongside James and Carter; with Andersen as co-executive producer.
In 2003, James entered the NBA as the focus of a fierce bidding war among a number of sneaker brands with Nike winning the deal. James would go on to ink a lifetime deal with Nike in 2015, and has invested in sneaker stores and other related businesses in the past.