An excerpt from the upcoming book on basketball phenom Lebron James. A few of my favorite tidbits: “Reebok really grabbed the family’s attention when CEO Paul Fireman pulled out a $10 million cashier’s check made out to James. If he signed that night, he could take it with him. Reebok said it was a one-time offer, take it or leave it.” and “The company [Adidas] rented signs and plastered the sides of city buses with messages such as DO YOU WANT TO BE THE NEXT SUPERSTAR? specifically targeted to James. Yes, adidas was recruiting James on the streets of his home town by renting billboards to be seen by anyone driving around or taking a walk.”