LeBron excerpt: The $hoe deal →
“The company rented signs and plastered the sides of city buses with messages such as DO YOU WANT TO BE THE NEXT SUPERSTAR? specifically targeted to James. Yes, adidas was recruiting James on the streets of his home town by renting billboards to be seen by anyone driving around or taking a walk. It was like a 50-foot love letter to be seen by James, and everyone else in his city. The adidas pitch that day in southern California was at least two years in the making, and it was impressive.” — chetgulland
