Fortune magazine has an interesting article about basketball star LeBron James, and the unique business approach he takes to his personal brand, as compared to other professional athletes.
Instead of just lining up endorsements and cashing checks, James is seeking equity in the companies he works with; and he is using his on-court prowess to build a corporation that deals with entities as disparate as Bubblicious and Warren Buffett.
"What I do on the court will drive revenue," says James. He's also picky about his partners, always asking himself, "Is it authentic? I know I can go out and sign a lot of endorsements and get checks. Money is not the issue."