Published January 18, 2011
James' production company developing Web-based animated series entitled "The LeBrons"
Heat F LeBron James
' Spring Hill Productions and Believe Entertainment Group (BEG) today announced that they will launch a new Web-based animated series titled, "The LeBrons." The show will appear on its own YouTube channel and will be syndicated on other websites via Digital Broadcasting Group. Characters in the show will wear Nike Young Athlete shoes and apparel. A portion of the proceeds will be used to purchase HP computers to be donated to Boys & Girls Clubs of America (BEG
James said of the multiple-identity concept used in both the show and the Nike ads it is based on, "I'm mostly a kid at heart, and I'm the athlete, of course. ... But I also have a business side, a cool side, and I love antique stuff and classical music. I guess that's the old man side of me" (N.Y. TIMES, 1/18