LeBron James recently opened up on the New Heights podcast, hosted by Travis and Jason Kelce, sharing a fascinating story from his senior year of high school about a pivotal moment that shaped his career. He recounted how his mother’s advice led him to turn down a $10 million offer from Reebok, paving the way for his eventual partnership with Nike—one of the most successful athlete-brand collaborations in history.
“It was not always Nike. It was Nike when I was a young kid, when I was a young lad obviously you know, I’ve been in love with Michael Jordan my whole life. So I saw him, Penny Hardaway, Ken Griffey Jr, Bo Jackson, I watch all these unbelievable sports figures so as a kid, growing up it was Nike.”
“Once I got into the AAU program, started playing basketball Adidas took us over and it became Adidas. It was Adidas-like from seventh, eighth grade to pretty much my junior, and senior year. They sponsored us every year we played in all the Adidas tournaments, big-time tournament in Vegas and all over the United States of America so it it was Adidas.”
“Then my senior year, the process began, the recruitments, the Nikes came in, Adidas was still there, Reebok came in. You know all these companies came in and I took on three pitches. I did a Adidas pitch, I did a Reebok pitch, I did a Nike pitch. The best pitch I got where I thought I was going to end up was actually Reebok at one point.”
“I went to their meeting and I sat down across from their CEO and the guys that was running basketball at the time. I don’t know if you guys remember this but Reebok had the NFL as well. They had the NFL as well. They knew my love for the NFL as well. They had all the NFL jerseys, all the Pro Bowl-looking jerseys that was going to be the next year and I’m sitting across from the table.”
“I’m a senior in high school. I’m going to back to class the next day, they flew me in. I’m going back to St-Vincent St-Mary the next day, my senior year and the guy slides over a check to me at the end of the table.”
“It’s me and my mom and Maverick Carter at the end of the table and he says if you don’t go talk to any other companies this is yours and I look at it, $10 millon f***ing dollars.”
“I was a high school senior man, they gave me a check for $10 million, and if I promise not to go see anybody else. I told them I need a break, they stepped out.”
“My mom looked at it and me and my mom we’re living in an apartment and you know section 8 housing in Akron, I’m going back, I don’t have s**t whatever and my mom looked at me she said, ‘Son trust your gut. If they’re offering you this, then who knows what the other companies may offer you.”
“She’s super composed, she’s like we ain’t got s**t already, you know it changes our life at this moment, yes, maybe in the future but I want you to trust your gut and do what you think is right.”
“So they came back in boop, I said thank you. I would definitely like to continue our conversation but I would remiss if I did not take those other pitches from the other companies. I may have cried on the way home. I could have bought the building that me and my mom was living in with that goddamn money.”
As a highly touted high school basketball phenom, LeBron James had the attention of major shoe brands like Adidas, Nike, and Reebok. In his senior year, he had meetings with all three companies, but the Reebok pitch stood out. During the meeting, Reebok executives made a bold move: they slid a $10 million check across the table and told LeBron he could have the money immediately if he promised not to entertain offers from any other companies.
For a high school senior living in a Section 8 apartment in Akron, Ohio, alongside his mother, Gloria James, the offer was life-changing. Gloria’s words resonated with LeBron. Despite the temptation of instant wealth, her wisdom helped him see the bigger picture. LeBron decided to decline Reebok’s offer, opting to hear the pitches from Nike and Adidas before making a final decision.
In hindsight, LeBron’s decision to reject Reebok was a masterstroke. While the $10 million seemed monumental at the time, it paled in comparison to the deal he would later sign. On May 22, 2003, just weeks before the NBA Draft, LeBron inked a seven-year, $87 million contract with Nike. Although Reebok reportedly offered $115 million and Adidas came in with less than $60 million, LeBron’s choice wasn’t solely about money—it was about aligning with a brand that matched his vision and values.
LeBron’s partnership with Nike became one of the defining elements of his career. From his iconic signature shoe line to countless marketing campaigns, Nike played a significant role in shaping LeBron’s brand as a global icon. In 2015, the partnership reached new heights when LeBron signed a lifetime contract with Nike, reportedly worth around $1 billion.
Reflecting on the journey, LeBron’s story is a testament to the importance of patience, long-term thinking, and trusting those who have your best interests at heart. Gloria James’ advice not only changed the trajectory of their lives but also laid the foundation for one of the most successful athlete-brand partnerships in history. It’s a powerful reminder that sometimes turning down immediate rewards can lead to far greater rewards in the future.
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