This is a cool story.  It's a long one, so I didn't cut & paste, but the link is there is you want to  read it.

The short version is that stephon Marbury from the NBA is producing a $15.00 basketball shoe and wearing it during games.

His motivation is that growing up he wanted the $150 basketball shoes and never understood why he couldnt' have them.  When he got older he realized the financial pressure most parents are under and that it was a shame those big name shoes had gotten so out of control in price.

He's getting other NBA stars on board and they're agreeing to wear the shoes during games, the thought being that kids will still want to wear what the stars have on, but won't break their parents bank accounts or worse yet mug other kids to get them.

I thought it was a pretty cool story (sounds like it's got Nike a little nervous too)

http://www.msnbc.msn.com/id/17962620/