Philadelphia ? When he was young, LeBron James says, he wore Air Jordans.

Ah, yes, when he was young.

There’s nothing quite like listening to an 18-year-old wax nostalgic about the old days. After all, his old days were like 20 minutes ago for most of the reporters leaning in, trying to glean wisdom from James, the basketball shoe star.

It is about 90 minutes before James’ first professional game in Philadelphia. He already has made a much more fulfilling appearance, though. In the wee hours of Friday morning, James attended a flashy, hip-hop-flavored premiere party for his new, $110 shoes. They are called Air Zoom Generation, which may mean something to people James’ age and younger.

It is the debut of his new shoe, a Nike product strategically unveiled in the Reebok-logo’d backyard of Allen Iverson, that has James reflecting on the ridiculously overpriced footwear of his own childhood.

“I wore Air Jordans when I was young,” James tells the assembled reporters, who dutifully transcribe this information. “I used to wonder what Michael thought, with so many people wearing his shoes.”

Soon, James will know firsthand. Sometime after that, presumably, he will become a basketball star as much as a basketball shoe star. Cleveland Cavaliers coach Paul Silas says that should be “two to three years from now. That’s when I think he will really blossom.”

The way things used to work, even in professional sports, you would accomplish something and then you would be rewarded for it. Now, with the marketing cart well ahead of the sporting horse, you get the money and then you prove you’re worth it. Or you don’t. Either way, you’re laughing.

All indications are that LeBron James, who will turn 19 Dec. 30, will prove himself. He has the physical gifts, of course, but he also seems to be a level-headed kid who genuinely cares about the sport that has made him rich beyond measure before he can legally purchase a beer. If a pregame media session doesn’t provide any deep thoughts or memorable quotes, well, what do you expect? He’s a kid, not an oracle.

Cleveland's LeBron James heads downcourt after hitting a three-point shot against the 76ers Friday night in Philadelphia.

“It’s unfair to put all the pressure on him,” Silas says, for what sounds like the 100th time. “Having said that, it’s there, and he’s handling it very well.”

As long as James is cashing the checks from the Cavaliers and from Nike — and it is telling that the Swoosh checks have more zeros — he pretty much has to accept the pressure. That comes with the territory. At some point, he will have to handle the pressure and win some basketball games, too. So far, he can’t be expected to do both.

So you get two pictures of James. One is the polished media star, strutting on the runway with his new Air Zoom Generations and fielding endlessly repetitive questions from the media with what seems like genuine good cheer. The other is the rookie getting a long, losing ride through his first NBA season.

Really, James’ 2003 was a lot like Paris Hilton’s. Although neither of them actually accomplished anything, you couldn’t avoid them.

The difference, of course, is in the future. Hilton is not likely to win an Oscar or Emmy before she mercifully disappears. James should accomplish a great deal in what figures to be a very long NBA career. He won’t be famous for nothing forever.