LeBron James is the new brand ambassador in Asia for the Dunkin’ Brands Group, the parent company of Dunkin’ Donuts and Baskin-Robbins. The company has announced a multi-year, multi-million dollar agreement with the NBA superstar, according to the Huffington Post.
With over 1/3 of their global stores located in Asia, the company chose the Miami Heat star due to his popularity there–in China specifically, the NBA’s second-largest market, where his jersey and shoe are the highest-selling of all NBA players.
In addition, he has visited Asia four times in his career, helping to increase the NBA’s presence and popularity there, and now, he will be visiting even more in his new role.
James will promote the brand in various countries across Asia, including China, India, and South Korea. He will promote the company and their products through advertising, in-store marketing, online-marketing, and even some in-store appearances once the season ends.
The company is hoping that James’ popularity will help boost sales in an area where they hope to add 250 stores over the next 2 or 3 years.
In a statement issued by the 2-time MVP, James said, “I’m really excited about partnering with Dunkin’ Brands and connecting with the huge community of basketball fans in Asia.”