The Insatiable Ambition of LeBron James
LeBron James is particular about his facial hygiene. He favors a Neutrogena pink-grapefruit wash. “I love it, I love it, I love it," the NBA superstar says.
James, 39 years old, also loves the business potential. His company, SpringHill, is launching its own rival face wash in a men’s grooming line—part of a major expansion of his burgeoning business empire in the twilight of his career. “I told them I want this face wash to resemble that," James said, “because I love how the crystals make your face feel super-washed." Almost a decade ago, James helped create a new kind of company: one built around the personality of a sports superstar who can talk directly to millions of fans on social media.
Entertainment was the primary focus. SpringHill has made movies like Adam Sandler’s “Hustle" and “Space Jam: A New Legacy," and TV series like NBC’s game show “The Wall" and the barbershop talk show “The Shop." Now James and his longtime business partner, Maverick Carter, have a dizzying list of expansion ideas. Beyond the grooming line, SpringHill is making plans to expand internationally, with an eye on Western Europe, the U.K.
and possibly Japan and Africa. The company is planning to bring a version of “The Shop" to the U.K., hosted and executive-produced by British actor Idris Elba. SpringHill is discussing launching a free, ad-supported streaming channel, and is hunting for acquisitions, with a particular focus on videogames and animation.
Success isn’t a slam dunk. Building a consumer-product brand is notoriously difficult, and in entertainment, SpringHill is competing with a crowd of companies that have similar ambitions, while a new era of austerity in Hollywood is clouding the prospects for production deals. James, sitting
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