The title Nike has bestowed upon Lebron James signature shoe is a fitting one. The term Generation refer to a new era for both Nike and the basketball world alike. When Dr.J ended his career in '84, a rookie by the name of Michael Jordan carried on the torch to open a new era of basketball. As MJ fades into sunset in 2003, Lebron is ready to seize the vacated throne and take things to yet another level. As legacies are built and generations evolve, the importance of the Air Zoom Generation can not be measured easily. For Nike, what's at stake is more than the $90 million to secure Lebron. At the root of the company's dreams is a vision that the LJ23 signature line can eventually replace the ultimate legend of our times - the Air Jordan. If you are unconvinced, just look at where the resources are being assigned at Nike headquarter. Eric Avar, Aaron Cooper, and Chief Designer Tinker Hatfield (yes, the same legend that designed Air Jordan III through AJ XV) were ALL put on the project to design Lebron's first shoe. In terms of sneaker design, that is a world-class Dream Team aka Barcelona '92. You know what they say: "the thing that you spend most of your time, energy and money on will be the thing most important in your life". In this case, Nike's foremost importance has been the Air Zoom Generation.