LEBRON, INC.

LeBron James the businessman.

ESPN NBA reporter Windhorst (co-author:
Return
of the King: LeBron James, the Cleveland Cavaliers and the Greatest Comeback in
NBA History, 2017, etc.) probably knows more about James than any
other sportswriter, especially after covering him as the Cavaliers beat writer
for the Akron Beacon Journal and Cleveland Plain Dealer before moving to
ESPN. In his latest book on the King, the author chronicles his business deals
both on and off the court, most of which have been successful, largely due to
one main quality that Windhorst highlights throughout: his awareness of
everything going on around him, which has not only guided his legendary
basketball career, but also “has been vital for the expansion of his business
empire.” The author straightforwardly lays out James’ various ventures,
beginning with the orchestration of a fierce bidding war for his first shoe
contract. Though Reebok made a significant offer, James ultimately went with
Nike, signing a seven-year contract that, with the $10 million signing bonus,
came to $87 million—before he was even drafted in the NBA. From there, James
would go on to astronomical financial and athletic success in the NBA as well
as in the film, restaurant, real estate, and other industries. Windhorst
dutifully chronicles all of his deals, often comparing them to other business
ventures by megastar athletes including Michael Jordan, Tiger Woods, and Kobe
Bryant. Though James is not yet a billionaire, the author notes that “he may be
getting close,” and while he has made a couple poor business choices, he’s
known for being relatively frugal (at least for a near billionaire), his
“business is still very much unfolding.” For LeBron devotees and readers
interested in the mechanics of off-the-court business dealings, this is a good
choice, but the prose is merely serviceable and the narrative flow,
workmanlike.

A mildly intriguing look at a global
icon that would have been more effective as a long-form magazine article or
continuing series.