LeBron James has a legacy that only a few other athletes can boast of. James is a global icon and has a net worth of over $1 billion. In November 2021, James signed a multi-year deal with PepsiCo, bringing an end to a 17-year association with Coca-Cola. LeBron had endorsed Coca-Cola since 2003 and the relationship endured many strains and obstacles over the years. This includes the time when LeBron refused to participate in the 2004 NBA Slam Dunk contest.
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According to Brian Windhorst’s LeBron James Inc., the former Cleveland Cavaliers star had a tainted experience during McDonald’s All-American dunk contest. LeBron, who was on a $12-million-a-year deal with Coca-Cola, refused to participate despite pressure from the global beverage giants. James ended up never participating in the slam dunk contest throughout his NBA career.
Brian Windhorst reveals the reason why LeBron James did not participate in the Slam Dunk contest
One of the many gifts LeBron James possesses is his ability to dunk over opponents. During his Cleveland Cavaliers and Miami Heat days, James was easily one of the best dunkers in the league.
Hence, his refusal to participate in the dunk contest has always raised eyebrows. Back in 2004, Sprite had only recently begun sponsoring the Slam Dunk contest and wanted LeBron James to participate.
James’ refusal put the Coca-Cola deal in jeopardy. The now 38-year-old had claimed that the reason he didn’t want to participate was that he saw himself as an “in-game dunker,” and might not do well in a contest.
However, in his book, Brian Windhorst suggested that the reason might have been his experience during the McDonald’s All-American Game. The event had taken place in Cleveland:
“He probably had been outperformed by Shannon Brown, a brilliant leaper who would later be LeBron’s teammate on the Cavs. But the event was in Cleveland, and it looked as if hometown advantage was with him. If it had been L.A., it would’ve been without the same following wind and heavy expectations.
Sprite and Goodwin pushed LeBron hard to reconsider, and they presented him with a cool campaign idea where fans across the country would sign a petition to get him to take part. But LeBron said no as a rookie and every year after. Nonetheless, the relationship with Coke prevailed.”
LeBron James eventually ended the deal with Coca Cola
James ended up signing with PepsiCo in 2021. Forbes reported he earned around $14 million a year. It was one of the most lucrative deals in sports history.
As far as James’ participation in the All-Star contest was concerned, he later claimed to have regrets about not participating. According to SB Nation, LeBron said that he initially wanted to participate, and was mad at himself after watching the dunk contest:
“It’s been some years where I said I was going to do it and didn’t do it. And then actually watching the dunk contest, I was mad at myself, because I believe it would have been great. Now, at this point, I’m over the hill now. You ain’t going to see my no time soon. It’s over with.”
