"He took it to another level" - Grant Hill says LeBron James elevated everything Michael Jordan built-in sports marketing

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It’s a no-brainer that LeBron James will go down in history as one of the greatest players of all time. However, NBA legend Grant Hill pointed out that apart from a lengthy and legendary career, ‘King James’ will be remembered for his groundbreaking impact on sports marketing.

For Hill, Michael Jordan laid the groundwork for NBA stars to reach mainstream success in sports marketing. However, he also emphasized that James’s contribution to that category is undeniable.

Hill thinks “The King” did a tremendous job elevating what Jordan had built in sports marketing to new heights, and it would leave an indelible mark on sports fans and enthusiasts.

“I think when his story, his game, is done and his career is over with, I think his excellence on the court, without a doubt, you can put him on the Mount Rushmore, you can debate whether he’s the greatest or not but I think certainly he will be remembered for his accomplishments on the court but also off the court. I think he kind of took the mantle from the sports marketing standpoint that Michael Jordan had started and he took it to another level,” Hill said on LeBron’s NBA 75 Stories.

“Owning the relationships, employing his friends, building platforms and businesses away from the court. That was huge and then also the social justice, speaking out on causes, really inspiring, I believe, a generation of athletes to use their voice. So, I think a combination of things are what he’ll be remembered for,” he continued.

LeBron may not be on MJ’s level yet

Given how iconic James and Jordan are in the world of sports, it’s understandable for guys like Hill to make such huge and bold assessments. Delving into it a bit, Grant made a good and logical point: It’s true that only a few players have had the same level of influence on sports marketing as LeBron and MJ.

Undoubtedly, both legendary players dominated their respective eras and unanimously eclipsed their peers. At present, LeBron and Jordan have already established themselves as global icons.

While all the things mentioned above are true, Chicago Bulls chronicler and author of “The Jordan Rules” Sam Smith once offered an intriguing insight. Contrary to what Hill suggested, Smtih argued that LeBron has yet to surpass Jordan in terms of overall impact on sports marketing.

For Smith, Mike’s partnership with Nike in the 1980s revolutionized the concept of athlete endorsements, paving the way for future generations of athletes, including James. MJ’s Jordan Brand also morphed into a cultural phenomenon that transcended the world of sports and became a symbol of style and success for people from all walks of life.

Smith said James hasn’t come anywhere near the zenith of Jordan’s success with his brand. He also stressed that he had never heard anybody say they wanted to be like LeBron, but everybody wanted to be like Mike.

“I’ve never seen anybody skipping down in the commercials, saying, ‘Be like LeBron,'” Smith once said. “Obviously, it was commercial and marketing and all, but Jordan changed so much in the world and society—the long shorts, the shaved head, and, obviously, the sneakers.”

“The sneakers were a revolution,” he continued. “Nobody thought that sneakers would be a fashion statement back in the early nineteen-eighties. Nobody thought it mattered if you put a player’s name on a sneaker… Jordan comes along and endorses it. I remember friends of mine would be in Russia, and they sent me home these nesting dolls—the Bulls with Jordan and Pippen—things you would never see anywhere else.”

“And you don’t see that with LeBron,” he added. “LeBron’s a big figure and a great player, and he has an influence in society, but it didn’t change anything. Nobody has changed anything because of LeBron James.”

Bron may be the closest thing to MJ

Smith could be on point about his take, but it’s also hard to deny that the parallels between James and Jordan’s respective brands have become apparent. Like MJ, Bron has become an entity in sports marketing, having partnered with major companies and established his own successful ventures.

Moreover, James’s ability to connect with fans both on and off the court allowed him to achieve similar popularity as Jordan. Much like Mike, James also has endorsements with premiere brands that go beyond sportswear, which serves as a testament to his broad appeal to various audiences.

Additionally, LeBron’s involvement in philanthropic efforts and social causes has further amplified his brand, resonating with fans on a deeper level. That said, James’ combination of athletic excellence, business acumen, and social consciousness made him arguably the closest thing to ‘His Airness’ when it comes to being an iconic figure in sports marketing.