LeBron James was on the verge of becoming Reebok’s $100 million man

LeBron James, the NBA’s all-time leading scorer, has been the face of Nike basketball for over 20 years. In 2015, he signed a lifetime deal with Nike reportedly worth over $1 billion. However, his journey to becoming the brand’s global ambassador wasn’t always a sure thing, especially when he was a teenager and the top basketball prospect in the world. During this time, James found himself at the center of a fierce bidding war between major sneaker brands, and surprisingly, it was Reebok that almost secured his signature.

A Bidding War for a Teenager’s Signature

Before LeBron had 20 signature shoes and became synonymous with the Nike brand, he was a coveted free agent. Major sneaker companies were eager to land James, recognizing the immense value he could bring to their brand. While Nike eventually won the battle, James revealed during an appearance on the New Heights podcast, hosted by NFL stars Travis and Jason Kelce, that Reebok came extremely close to signing him with a jaw-dropping $100 million offer.

“It was not always Nike, I took on three pitches,” James shared. “I did an Adidas pitch, I did a Reebok pitch, I did a Nike pitch. The best pitch that I got where I thought I was going to end up was actually at Reebok.”

At the time, James was still a senior in high school, preparing for his final year at Saint Vincent-Saint Mary. But the offer he received from Reebok was enough to make him pause and consider his future.

Reebok’s Bold Move: A $10 Million Check on the Spot

The pitch that almost swayed LeBron came when he sat down with Reebok’s CEO, Paul Fireman, and the brand’s basketball team. After discussing the potential deal, Fireman made an extraordinary move that shocked everyone in the room.

“At the end of the meeting, he slid a check across the table to me,” James recalled. “It’s me, my mom, and Maverick Carter. He says, ‘If you don’t go talk to any other companies, this is yours.'”

LeBron stared at the check: $10 million.

“My mom looked at it, and me and my mom were living in an apartment, Section 8 housing in Akron,” LeBron said. “She looked at me and said, ‘Son, trust your gut. If they’re offering you this, who knows what the other companies may offer you.'”

Despite the temptation of the instant $10 million, LeBron knew it was important to explore all his options. So, he respectfully declined Reebok’s immediate offer.

“I would be remiss if I did not take those other pitches,” James explained. “Thank you, but I need to continue the conversation.”

Reebok’s Theatrical Pitch: A Show of Confidence

Reflecting on the moment in 2022, Reebok’s current CEO, Todd Krinsky, shared his thoughts on Fireman’s dramatic approach. “Paul was one for theatrics,” Krinsky told Complex Sneakers Show. “He was the best salesman in the world.”

According to Krinsky, the Reebok team had been in talks with LeBron all day, and Fireman was determined to make a lasting impression. After offering James a $90 million deal, Fireman made a dramatic move by standing up and walking behind LeBron, asking his mother for the name of her bank. Upon hearing “Akron Trust,” Fireman pulled out a live check for $10 million and said, “If you sign with us tonight, you can take this check back to Akron Trust in the morning and deposit it.”

Krinsky described the moment as “a move” that had everyone in the room stunned, and it was clear that Reebok was doing everything in their power to land James.

The Decision: Nike Wins, Reebok Left Behind

Despite the dramatic offer, LeBron chose to continue exploring his options. His agent at the time, Aaron Goodwin, was initially convinced that Reebok would win LeBron’s signature.

“I thought he was going to go with Reebok,” Goodwin said in 2003. “At one point, we stepped outside the room, and LeBron said, ‘Hey, I feel comfortable with them.’ Three hours later, he chose Nike.”

Two decades later, LeBron James is not only the face of Nike but also one of the most successful basketball players in history. Nike has helped propel his brand, with over 20 signature shoes and countless endorsement deals, making James one of the wealthiest athletes in the world.