Russell Wilson Clarifies Water Comments Brands Activating Around U.S. Open Across N.Y. Sprinter Prandini Signs First Pro Deal With Puma Subway Reducing Reliance On Spokespeople NFLPA Unveils T-Shirt Line Honoring FDNY Flacco Stars In Humorous Pepsi, Tostitos Ad Topps Signs Astros SS Carlos Correa Skechers To Title Sponsor L.A. Marathon College Football Players Snag Trademarks Nike Dragged Into Armstrong-Gov't Dispute
SBD/May 20, 2011/Marketing and Sponsorship
The Heat Is Rising: LeBron James' Marketability Makes A Resurgence
Published May 20, 2011
TITLE WOULD INCREASE PRESENCE IN CHINA: Zou Marketing Managing Dir Terry Rhoads said that James winning an NBA Championship with the Heat next month would “help add $4 billion in revenue from China for Nike." Rhoads said, “LeBron is white-hot with the Chinese basketball-loving youth, but his popularity and influence outside of that circle is limited. One reason is the lack of titles.” A championship for James “would allow him to take over for” Lakers G Kobe Bryant as the “company’s face in China.” Rhoads said it is “easy to see” Nike’s revenue in China reaching $6B by ’20 (BLOOMBERG NEWS, 5/19).