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LeBron James, Maverick Carter Launching New Energy Strips Brand
Published May 4, 2011
Heat F LeBron James and LRMR CEO Maverick Carter today announced that they have teamed with Dale & Thomas Popcorn Founder Warren Struhl and Marquis Jet Partners co-Founder Jesse Itzler to form PureBrands LLC, a holding company whose inaugural product will be Sheets energy strips. The product launch, set for June, will be supported initially with a $10M marketing campaign leveraging Sheets' relationship with James, as well as the brand's partnership with Knicks F Amar'e Stoudemire, Ravens RB Ray Rice and musicians Drake and Pitbull (PureBrands). The product is "expected to be available internationally by year's end" (AP, 5/4).
