LeBron James Wanted to Launch Own Nike Brand and Sign Luka Doncic

News of Stephen Curry officially launching his own sub-brand with Under Armour making headlines earlier this week prompted a lot of discussion about LeBron James, with many questioning why he hasn’t established his own Nike sub-brand. A move in that direction seemed inevitable when James inked a “lifetime” deal reportedly worth more than $1 billion with Nike in 2016, but he hasn’t followed in the footsteps of Michael Jordan just yet. However, the idea is very much in his mind—so much that he recently had a vision of exactly which player he would have liked to build his brand around.

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