Call it the cost of doing business, or the price of winning. Either way you're going to be paying a premium for LeBron James' new sneakers when they hit the market this fall.

The Internet was buzzing on Tuesday when The Wall Street Journal revealed the alleged price point of the LeBron X sneaker at a whopping $315 dollars. But all you sneaker fiends and fans of LeBron James needn't worry, there is a light at the end of this tunnel. And no, it's not a train.

More after the jump...

As it turns out, Nike is refuting the Wall Street Journal report and a representative from the 'Swoosh', Brian Strong, set the record straight via ESPN:

"The LeBron X will be launched in the fall at a suggested retail price of $180," Strong said, in a statement. "The initial introduction of the LeBron X will be the red, white and blue Nike+ enabled version and that price is still being set, but will be at a higher price to reflect the Nike+ technology embedded in the shoes."

The new Nike+ technology is great and it's understandable the technology would raise the price of the shoe, but $315 was plenty excessive. Still, for as much as people made a fuss over it, there would've been plenty of folks out there who would've forked over the cash in a heartbeat.

Call it the cost of keeping fresh.