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LeBron We Dare You

Issue 19 | June 2011

Background

In 2010 basketball star LeBron James became the most sought-after free agent in

the history of sport.

Every major basketball team in the USA attempted to get him to sign. They offered him the opportunity to become a global icon, a billion-dollar brand in his own right.

What a couple of committed Chicago Bulls fans did was not to be so sycophantic but to challenge the sportsman’s ambitions.

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