Nike, Inc.: Meet The Lebrons campaign

Simone Samano

In 2002, before ever playing an NBA game, basketball prodigy LeBron James had secured a $90 million endorsement deal with the world's largest athletic company, Nike, Inc.

Nike, Inc.: Meet The Lebrons campaign

Simone Samano

OVERVIEW

In 2002, before ever playing an NBA game, basketball prodigy LeBron James had secured a $90 million endorsement deal with the world's largest athletic company, Nike, Inc. The Zoom LeBron basketball shoe was born at Nike's Beaverton, Oregon, headquarters in the hope that LeBron could pick up the marketing mantle of retired superstar Michael Jordan and his industry-changing Nike Air Jordan shoes. By 2005 James had been named Rookie of the Year, thus living up to expectations. Nike featured him in introductory print and TV advertisements that played off the nickname...

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