LeBron Needs Ring to Seal 'Icon' Status

He's got the endorsements, but needs that championship

By Matt Cantor, Newser Staff

Posted Oct 20, 2008 10:16 AM CDT

(Newser) – The Cleveland Cavaliers’ LeBron James may rake in more cash than any other NBA endorser, but he’s still not the “global icon” he set out to become 2 years ago. (His jersey is only the third-best seller in the league.) That could change if he wins a ring, writes Advertising Age. “To an extent, championships define athletes," says the CEO of James’ marketing company.

In 2006, James vowed to ride his star to the top with the 2008 Summer Olympics. But his performance in Beijing was overshadowed by Michael Phelps, Kobe Bryant, and China’s hosting controversies. One analyst says the problem may be the highly planned, step-by-step strategy to boost James’ image, which “doesn't quite match the effortless grace of one of his 3-point shots.”

[Images (3)]

[Videos (1)]

[Quotes (1)]

LeBron James urges the crowd to vote early at the Register for Change Rally for Obama-Biden at Willard Park in Cleveland, Saturday, October 4, 2008. (AP Photo/Ken Blaze)

Cleveland Cavaliers' LeBron James dunks during the first quarter of an NBA preseason basketball game Saturday, Oct. 18, 2008, in Cleveland. (AP Photo/Mark Duncan)

Cleveland Cavaliers' LeBron James poses during the team's media day Monday, Sept. 29, 2008, in Independence, Ohio. (AP Photo/Mark Duncan)

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LeBron James Nike commercial (andradebg)

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You look at that triumvirate of what is generally considered global sports icons—Ali, Jordan, Woods—and one thing they all had in common was championships - Don Hinchey, sports marketer

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LeBron Needs Ring to Seal 'Icon' Status