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IF YOU need an example of the rising star power of Ja Morant, look no further than his interaction with 9-year-old Zander Carr in January. Footage of Morant taking off his pink Ja 1 Nike signature shoes, autographing them and handing them postgame to the crying Grizzlies fan went viral.
"To see how they react to getting a pair of my shoes is big time," says Morant, 23. "It's something not everybody gets, so I know how special it is to them, and it is definitely special to me seeing them cry or have on my jersey."
This month Nike will release the first wave of Morant's signature sneaker. The high-flying guard, whom the brand has anointed as the first Gen Z signature basketball athlete on its roster, will join LeBron James, Kevin Durant and Giannis Antetokounmpo with current signature models in production. Nike senior footwear designer Ben Nethongkome says the design process with Morant took 18 months. The two exchanged stories about their favorite shoes to play in. They analyzed film and broke down how Morant likes to cut and take off on the court. They also listened to a lot of trap music.
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"This is his first rodeo, so he still has that kid-in-the candy-store mentality," says Nethongkome. "He came to the table with concepts and he's been involved in everything from messaging, branding,&nbsp;colorways and materials."
The Ja 1 will come in a variety of colorways. "Day One" includes details of a handwritten note from Morant to those who have supported him from the beginning. "Chimney" is inspired by his quote, "We climb up the chimney. We ain't ducking no smoke." "Trivia" pays homage to his family's game nights and includes Ja-related questions on the shoe.
"It's something I have dreamed about," says Morant. "Once they laid out that first pair, I told them they made my shoe come to life with what we discussed.... I am loving it."

NEXT UP, JA

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