NBA superstars LeBron James and Anthony Edwards have taken their offseason overseas, headlining a promotional tour in China to showcase their newest signature sneakers. Both James and Edwards drew huge crowds of fans, highlighting both their global star power and the NBA’s growing presence in international markets.

James, entering his 23rd NBA season, continues to leverage his long-standing partnership with Nike as he promotes the LeBron 23. Edwards, meanwhile, is on tour with Adidas to launch the AE 2, his latest sneaker release.

LeBron James: Forever King Tour with Nike

LeBron James is returning to China for his 15th tour with Nike – aptly named the "Forever King Tour." The tour, which celebrates his two decades as a cultural ambassador, kicks off in September and spans Shanghai and Chengdu, where he’ll engage with fans, participate in grassroots clinics, and support players in the Nike RISE program. The timing also hints at a possible reveal of the Nike LeBron 23 during his visit.

Fit for a King.
Introducing the LeBron XXIII. Give your game the royal treatment every time you grace the court.

Arriving 10.3. Get notified on SNKRS. pic.twitter.com/en9ITzQOpl

— Nike Basketball (@nikebasketball) September 3, 2025

Anthony Edwards: AE 2 Debut on the "Believe That" Tour

Anthony Edwards, on the other hand, is pioneering his first-ever trip to China with Adidas on the "Believe That. Tour." Kicking off in Shanghai and wrapping up in Beijing (with a stop in Chengdu), the eight-day tour spans immersive activations, surprise fan appearances, and cultural excursions like visits to the Great Wall and “Ant Farm,” a basketball experience platform.

The Anthony Edwards 2. Believe That. @theantedwards_ pic.twitter.com/0bPW7so7Mv

— adidas Basketball (@adidasHoops) August 24, 2025

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LeBron’s Forever King Tour taps into legacy and mentorship. Anthony Edwards’ AE 2 launch – and the "Believe That" tour – gamely positions him as Adidas’ next global icon. As the sneaker wars heat up, these tours are bringing culture-driven sneaker diplomacy to a whole new level.