Now James and his longtime business partner, Maverick Carter, have a dizzying list of expansion ideas. In its production business, SpringHill is trying its hand at a new format: a reality series following five National Basketball Association players, including James, through the season. The NBA’s Giannis Antetokounmpo in January announced a new production company, Improbable Media, whose first offering is a documentary about his rise for Amazon’s Prime Video. James saw a need for athletes to tell their own stories before many of his current teammates were in the NBA. James has been involved in product development—he participated in focus groups of male employees at SpringHIll discussing their grooming routines.

Source: Wall Street Journal February 16, 2024 21:57 UTC