LeBron James might have more to do before tipoff than after.
On the day of a game, he wakes up at 8 a.m. and eats breakfast before the team's shootaround. He normally hits the weights before practice, then takes a short nap. Then he eats chicken or fish for a pregame meal and heads to the arena to shootaround some more, get a massage and meet with the media. And now, before he steps back onto the court and throws powder into the air, he slips a little something onto his tongue.
It's a new caffeinated product called Sheets energy strips that dissolves in your mouth in seconds and, the pitch says, gives you the same amount of energy as a cup of coffee and a vitamin boost to boot. (Sounds like Five Hour Energy without the bottle.)
Sheets are made by Purebrands LLC, which lists James as a cofounder. Its $10 million marketing campaign is underway in preparation for the product's launch in June. (Although we're not sure if we'd shell out $10M for the unfortunately-named URL facebook.com/takeasheet.)
James has endorsed Vitamin Water, along with several athletes, and even owns a stake in England's Liverpool Football Club. But this strip will be his chance to be the face of a product like Michael Jordan was for Gatorade.
MJ's tongue sold a lot of product. But in this saturated market, LBJ will have to get up pretty early in the morning (and take a lot of Sheets) to do the same.
Cedric The Entertainer Talks Sports