This article critiques LeBron James's media enterprises and their ties to empowerment and branding in sports, revealing their broader implications.
This article critiques and contextualizes LeBron James’s branded media enterprises—through analysis of several key productions and the industrial discourses surrounding them—to consider the shifting nature and uses of the sports star in contemporary media culture. It specifically explains how James’s expansive and increasingly corporatized media concerns fuse empowerment and entrepreneurialism. It connects scholarship on the politics of sports media to more general critiques of branding to demonstrate how James, as an image-conscious celebrity and entrepreneur, illustrates sports media’s ability to illumine a broader conflation of collectivist enfranchisement and individual capitalist enterprise in neoliberal culture.
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Travis Vogan (2025) studied this question.
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