Wednesday, March 7, 2012
3/07/2012 01:14:00 AM live news No comments
[Rewind: LeBron James' team rejects his $3,000 birthday cake]
Nevertheless, James continues to reach out to other markets with endorsement opportunities. Except, instead of repping a basketball brand or an insurance company, he's going to China for Dunkin' Donuts. From Eveline Danubrata for Reuters (via Business Insider):
Dunkin' Brands Group Inc (DNKN.O) also announced a multi-year marketing agreement on Monday with National Basketball Association star LeBron James, who has a big following of Chinese fans. The company now has about 150 stores in China, the world's second-largest economy.
"Donuts are a very flexible product. You can do savory donuts, you can do donuts with shredded pork -- that's in China," Chief Executive Officer Nigel Travis told Reuters in an interview. [...]
Dunkin' Brands picked James as its brand ambassador in Asia partly due to the Miami Heat star's huge appeal in China, Travis said. James will promote Dunkin' Donuts and Baskin-Robbins through advertising, online media and in-store marketing, as well as personal appearances at certain locations.