Group Created with Sketch.
Volume 26 No. 207
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Sources: LeBron Endorsing New Hummer Truck; SB Ad Planned

James joins the likes of Tiger Woods, Shaquille O'Neal and Peyton Manning in appearing in spots for GM
Photo: NBAE/GETTY IMAGES
James joins the likes of Tiger Woods, Shaquille O'Neal and Peyton Manning in appearing in spots for GM
Photo: NBAE/GETTY IMAGES
James joins the likes of Tiger Woods, Shaquille O'Neal and Peyton Manning in appearing in spots for GM
Photo: NBAE/GETTY IMAGES

GM is "resurrecting the Hummer name on an all-electric pickup truck to be sold under the GMC brand," and the brand has enlisted LeBron James to "promote Hummer's return, including a plan to air a commercial" during Super Bowl LIV next month, according to sources cited by Colias & Vranica of the WALL STREET JOURNAL. Sources said that the new Hummer model is "expected to go on sale" by early '22. Sources added that there currently are "no plans" to establish Hummer as a "stand-alone brand, which it was before GM discontinued it in 2010 in the wake of the company's bankruptcy." Terms of GM's deal with James "couldn't be learned." GM frequently has "enlisted the help of athletes to help plug their vehicles." Tiger Woods, Shaquille O'Neal and Peyton Manning have "all appeared in Buick ads," and Arnold Palmer and former NFLer Tiki Barber have "pitched for Cadillac." GM also "frequently advertises during the big game and has used the event over the years to promote many of its brands." GM in '06 aired a Hummer commercial during Super Bowl XL (WALL STREET JOURNAL, 1/11).