“I’m going to use all my tools, my god-given ability, and make the best life I can with it.” Building on this quote, LeBron James went out to create “the best life” for himself through the opportunities he has gained. Ever wondered why the 39-year-old is 1 of only 3 NBA personalities to reach billionaire status? LeBron used the fame and money he gained from his NBA career to create a diverse portfolio of investments and endorsements. Even during the ongoing NBA season, the Lakers star is not drawing his focus away from his business model.

James took to his Instagram stories to share a video for his 159 million followers. The same featured the NBA star participating in an ad for Canyon. It is the Germany-based distributor and manufacturer of road bikes, mountain bikes, hybrid bikes, triathlon bikes, e-bikes, you name it! The brand included LeBron James in their “Best of 2024: ‘Find Your Freedom‘” segment. It also tagged renowned athletes who found success in the sport of ‘Bike Riding’, including Austrian Cyclist Fabio Wibmer.

The ‘Find Your Freedom’ ad campaign, featuring James, made waves when it was launched back in July. He did a voiceover throughout the 1:23 minute-long ad. It featured LeBron taking one of the Canyon Bikes for himself. He rode it, alongside a young mountain biker, from the city at night till it was daytime. As highlighted by ‘The Drum’, the ad was created by LeBron James’s SpringHill Company with Untold Studios.

The collaboration with Canyon carried more things than just an endorsement deal or an inspirational ad campaign. As highlighted by ‘DesignRush’, the brand reportedly took the initiative of donating Grand Canyon Young Heroes bikes to the ‘I PROMISE’ Program of the LeBron James Family Foundation (LJFF). However, they were reportedly placed under the foundation’s ‘earned, not given’ philosophy. This meant that the bikes would go to the program’s students only by the end of their academic year.

The ad campaign came 2 years after LeBron James invested in Canyon Bicycles. According to the Los Angeles Lakers forward, the brand meant something to him. “Riding a bike has always been a big part of my life. When I was growing up, it was how I got around – from riding with friends across the city to getting to practice and wherever I needed to be. It gave me the freedom to not only get to places, but to access things that otherwise would have been out of reach. Even now, riding a bike makes me feel like a kid again. There’s nothing like feeling the air on your face and that freedom to just ride.”

With Canyon, LeBron continues to show that the journey of building his portfolio hasn’t slowed down. Given the number of companies the 39-year-old has ties with, however, not adding another one might still have been okay.

Which companies are included in LeBron James’ business portfolio?

We would be remiss to talk about LeBron James’ business partnerships, and not talk about Nike. James partnered with the billion-dollar brand around 21 years ago, when he was merely 18 years old. At that time, the deal he signed was worth a 7-year, $87 million deal. LeBron reportedly rejected a $115 million offer from Reebok, and a $60 million from Adidas, for Nike. Today, there are around 20 different iterations of the ‘Nike LeBron’s’. He holds a ‘lifetime deal’ with the brand.

In 2012, James and his friend and business partner, Maverick Carter, invested less than $1 million in Blaze Pizza. It was a fast-casual pizzeria that was based in California. The NBA star helped the company establish restaurants in Miami and Chicago. Five years later, reports valued the investment at $25 million! Blaze Pizza became one of the fastest-growing restaurants in the USA. As of June 2022, LeBron himself owns more than 20 of its franchises.

Through the Fenway Sports Group that he founded in March 2021, LeBron James was able to get a part-ownership in Liverpool FC and Boston Red Sox. That may, or may not, have added on to the 2 percent stake in the Liverpool club that he had bought only a few years ago.

Even after he retires, LeBron knows he has enough things to take care of to prevent boredom. Things that will continue making him a bundle of money, and adding on to his already impressive net worth.