Group Created with Sketch.
Volume 26 No. 27
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

LeBron James Agrees To Pitch Dunkin' Donuts, Baskin-Robbins In Asia

Dunkin' Brands Inc. today said that Heat F LeBron James "has agreed to market Dunkin' Donuts and Baskin-Robbins ice cream in Asia," according to the AP. Dunkin' in a statement said that the agreement "will last at least two years and is worth at least $1 million." Dunkin' said that James "will promote its brands in China, Taiwan, India and South Korea through advertisements, online media and in-store marketing." James "will also make personal appearances in Asia" after the NBA season ends in June (AP, 3/5). James "has the best-selling basketball jersey and shoe in China and has visited Asia four times." Dunkin' is "hoping James' popularity will help boost sales in a region where it has about 5,400 stores." Dunkin' CEO Nigel Travis said that the company "plans to add at least 250 stores in Asia during the next two to three years." Travis added that the company "plans to boosts its total shops in China by 100 over the next few years from a current 150" (AP, 3/5).