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SBD/Issue 202/Sponsorships, Advertising & Marketing
The World Awaits: LRMR Devising Global Strategy For LeBron
Published July 18, 2006
|LRMR Taking Long-Term
Approach In Marketing LeBron
THE NEXT FRONTIER: LRMR said that its “ultimate goal” is to turn James into a “global icon, building partnerships with global companies,” by the ’08 Beijing Games. James is “mulling taking Mandarin classes in order to speak the language when he arrives in China.”
BUSINESS LEBRON: Thomaselli notes James is in L.A. this week shooting a Nike spot as part of the “Meet the LeBrons” campaign. The newest spot will portray James as “Business LeBron.” Microsoft, which has a relationship with James, is “helping promote the spot with a financial investment and by showing it on Windows Live” (AD AGE, 7/17 issue).