LeBron James and his long-time friend/business partner Maverick Carter is looking to capitalize off the sneaker culture phenomenon with a half-hour single camera comedy series for HBO.
Per Deadline, the untitled Sneaker Store Project centers on two best friends and their wild employees at an up-and-coming sneaker shop outside L.A., where they take on the insane and obsessive world of sneaker culture. Wines also executive produces with James and Carter. Andersen is co-executive producer.
James and Carter are no strangers to the sneaker world. James was the target of a fierce bidding war amongst shoe brands when he entered the NBA in 2003, eventually choosing Nike. With Carter negotiating, James inked a lifetime partnership with Nike at the end of 2015. The duo also invested in a Miami sneaker store when James played for the Heat and Carter serves on the advisory board of the KITH brand.