The LeBron Brand

LeBron James is a basketball superstar, but is he a global icon? Not yet anyway, but that's his plan. LeBron may be good at basketball, but he also knows what he's doing when it comes to marketing. He is the face of many brands like Nike and Coca-Cola to name a few. He has landed his huge endorsement deals by marketing himself. As a teenager breaking into the NBA right out of high school, LeBron was looking for single endorsements, but now he is getting serious.

LeBron is now a part of legitimate marketing firm called LRMR marketing. His business partners are three childhood friends helping LeBron reach his global status through many business ventures. The firm started up after LeBron's much talked about split with former agent Aaron Goodwin.

"As we're building our relationships, I don't look at it as endorsement deals," said James. He is looking at his endorsers as partners in building his business empire. LRMR invited LeBron's endorsers to get together to discuss how to slowly build the LeBron brand. LRMR understands that this will be a process requiring time and patience. LeBron set his goals very high and his business associates understand.

His main goal at this point is to become a global icon by the date 08/08/08. This day marks the day that Team USA arrives in Beijing, China to kick off the 2008 Summer Olympics. LeBron wants to be a global icon walking into China. He wants to be known by everyone in the world by name. At the meeting with his endorsers the material he handed out displayed this date with no explanation. At the meeting they revealed the goal and tried to formulate a long-term strategy. He also handed out black Nike T-Shirts with the word "Witness" printed on it, referring to everyone who will be a witness to his greatness. This was part of Nike's new campaign for "King James."

LeBron has plans to be in a category with Muhammad Ali and Pele as athletes who went beyond sports and were known as icons. Along with his impressive line-up of endorsers, LeBron has other marketing plans to boost his status. He has a marketing scheme called "Go Inside." The campaign highlights social responsibility including charitable work that LeBron is currently involved in.

LeBron seems to be growing extraordinarily fast in the states and his global efforts are on the rise. He has done so much to get his name and face out there. He is still young and has the potential to reach his global icon goal.