[MUSIC] >> Matt, LeBron James at the peak of his professional career. The ultimate, probably numero uno, number one superstar athlete in the world of his being over committed and over exposed through category endorsements across the board. You know him all, we know him all. There's flow Bron, a local progressive one that went viral already on the internet Sprite. You name it, he's done it. Is that a risk as you look at his evolution that he's getting over committed to too many service days and too many different categories. >> Let me put it this way, there's a theoretical risk, but its been very well managed to this point. Meaning, of course, because of the number of opportunities that he has, he could get over exposed or over committed in terms of time. But he and Maverick have been very careful in making certain, that when he signs these deals with his partners, that they clearly understand that there are first things first, that his career and his family come first. His career on the court come first that he has the time not only to practice, but to really take care of his body as he ages. I know it's, it's funny. [LAUGH] Sitting here now talking about a 30 year old aging, [LAUGH] but relative professional sports, he's getting near the back side of his career. [LAUGH] And so he has to take the appropriate time to take care of nutrition, training and obviously practice. So that comes first, but I will say this, I mean, there aren't too many spare days on his calendar. [LAUGH] That's, that's very true. And the ones that he has are very preciously guarded for his family. But in terms of the brandest partners that are selected, they are very carefully selected in connection with those criteria, I was mentioning before about longevity being willing to go to the market in innovative ways, being products that LeBron can really connect with, and represent from his heart. And so when we utilize that criteria, that means there are certain number of industries or potential partners that fit and then in terms of the timing, it's just very, very careful management of the calendar. >> [LAUGH] Well, let's go to his creative side and then we want to go to his investment side. Warren Buffet was just hear in town meeting with him. But on the creative side, survivor's remorse. That, the cartoon show. Those things, that's all part of who he is. And that's authentic to him as well? >> Yeah, it's absolutely true. As you know he and Mav are executive producers of survivor's remorse. And I think Star's just renewed the contract for ten more episodes next year. And that is something where he is sharing, while it is not a biographical. Obviously, there are some experiences that are depicted on that show that are similar to ones that he has experienced personally. And that's where he wants to share sort of from the behind the camera what some of his life experiences have been like and I think creative outlets for him to do that are again, within his bandwidth if you will. So that I wouldn't be the least bit surprised to see other productions, books, you name it. The only constraint on at right now is time. And so I think you'll see even more of that, obviously when he's done playing basketball. >> Mm-hm. And the philanthropic side, we talked about that. How important is he to the Akron community? >> Well. >> Well, to the Northeast Ohio community, but focus on Akron. >> Well, let's focus on Akron. I don't, I don't quite know. I'm seldom at a loss for words. [LAUGH] But I don't know quite how to capture what he means to Akron and just as importantly what Akron means to him. I mean, it's no secret, LeBron grew up under very difficult circumstances. Very challenging circumstances. Circumstances that could have crushed almost any of us if we were in a similar position. But most exciting thing about him is not only has he not forgotten it, he embraces it. He realizes that he is in a position to be an inspiration or even provide direct support to many of the kids in Akron who are in the very same position that he was. I mean, he remembers, if you look at some of these commercials while they have obviously a brand partner a primary motivation. There are bits and pieces of his life in there, like opening up and seeing an empty refrigerator. >> Mm-hm. >> Or, or picking up a backpack in the middle of the night, because it's time to move again. So he is, had not only not forgotten it, he's embraced it in a way where he wants to help be an inspiration for young people in Akron in particular. Northeast Ohio in general. But in Akron in particular to say, you know what? There's a way out. If you try, if you commit yourself to certain principles, if you live by certain guidelines. You will be amazed at what opportunities can present themselves and his foundation is doing that every day. Right now, they are in constant communication with roughly 800 kids, 800 Akron school kids. Where they send email messages, they have conferences. There are of course give aways of school supplies, backpacks, computers. But more importantly, there is grounding in fundamental values for these kids where through LeBron's foundation. They make pledges of participating in their community, doing their homework, listening to their parents, aspiring to go to college or to have some sort of a career. And he is, because of who he is in a position, because he cares enough to do it do it to motivate hundreds and hundreds and ultimately thousands of kids who are in similar circumstances to what he was and he does it without fanfare. When he returned, there was a coming home party in Akron at Infocision Stadium welcoming the stadium was sold out and he turned it into a foundation event. He brought all 800 of his kids, he provided seats for them right by the stage and he featured them throughout the event and said this is why I'm coming home. So, [LAUGH] I'd say, there's [CROSSTALK]. >> So but let's go all the way from Akron Centric and Northeast Ohio Centric to China, which we talked about before the session. Like how important is the China market to him, to Nike, to Mav and the team? >> Well virtually all companies, all entrepreneurs recognize the enormity of the market in China, but most companies have had some challenges navigating it for a variety of reasons. But just like in America, sports is different. >> Mm-hm. >> And LeBron, since the time he was 18, 17 years old has been a celebrity in China to the point that I think I mentioned to you, can you imagine going from living in public housing and hoping things were going to get better down the road to within a year being escorted by the Chinese government through the streets of China where they're stopping the traffic, so that he and the folks from Nike that took him over there can get through and driving by and seeing life size posters of yourself with Chinese characters on them. And that has only grown, because they have maintained the relationship in China and it goes to the international opportunity for him to do things commercially to also be a role model and to be an inspiration to kids all over the world. It goes back to that bandwidth thing. There's only so many [LAUGH] of these things, he can do simultaneously. But literally, the world is his oyster. >> Yeah. And he's the master of social media too. Right you know? That's the other skill you can't teach, I suppose. Let me ask a potentially confidential question. Is he free to tweet as he deems appropriate an Instagram or somebody monitoring that for him? >> He does it himself. Now he has the judgment to know if there's something I should chat with somebody about, he'll chat with somebody. But he's his own man. He does it on his own and you're right. That's a one of the ways that he's connected with young people in particular and by the way he's one of them. [LAUGH]. >> Yes, yes he is. [LAUGH]. >> Is through social media. You know, the interesting thing is that he doesn't do the social media during the playoffs. >> Mm-hm. >> He cuts it off, he goes radio silent. >> Hm. >> During the playoffs. But the rest of the time, if he's got something on his mind, he shares it. >> Let's start going to the championship, we hope we'll win here this year. But how important at this juncture is winning a championship again here in Cleveland to his branding post career, post retirement. >> Well, I'll say this, and LeBron had said it so, I'm just parodying what he said. He is by no means [LAUGH] guaranteeing that he's going to win a championship this year. Having been through it, he knows how difficult that process is, how many variables there are. Some of which you can't control, such as injuries. And so, I think there is no question, but that the Calves will be competitive that we will be probably a target throughout the playoffs and hopefully into the finals and hopefully beyond. [LAUGH] But at some point during his tenure here. Yes, I think he, we everyone expects the dream to finally be realized and for the Cleveland Cavaliers to bring that long awaited championship to Cleveland. And how important is it to his brand? Well, let's put it this way. I think his brand and his legacy would not only survive, they would thrive if he didn't. But obviously the happy ending to the story, which is what [LAUGH] I go to the movies with my wife [LAUGH] and it doesn't have a happy ending it just okay we can go. [LAUGH] That most of us crave would heighten and really cap the legacy in a way that almost nothing else would. >> So now it's 10, 15 years from now Fred and he's retired. 15, let's hope he's played here. >> Mm-hm. >> Let's throw in, including his retirement. What is your crystal ball tell you he's most likely to do? Is it going to be own a team or two? Is it going to be get more involved with Warren Buffett's team on investments at some point? What does your crystal ball tell you? >> All of the above and more. I, it would not be the least bit surprised to see him owning a professional sports team. Whether it's football whether it's soccer type football or whether it's basketball or even baseball. I mean, he loves sports. He's a student of sports. And I would be very surprised if he weren't involved in ownership group if not owning it outright himself in, in one or more professional sports. But I also think that we're going to continue to see him as an entrepreneur in terms of bringing new products to the market. Keeping his finger on the pulse. Also of what interests young people and products that are, have new technology embedded in them. I think that's a particular fascination of his. And I also think the globalization of his brand and some of his existing partnerships and who knows what the future partnerships might be are going to create opportunities for him as our global economy continues to become interdependent and we're all doing business all over the world. His celebrity is going to create opportunities for him along with his capabilities. That mean he's likely to be involved in entrepreneurial pursuits in other parts of the world. I think again, it's going to come down to picking and choosing from those which interest him the most. He's also very interested in nutrition, healthy living. I can see that as being some sort of a business line for him down the road. Something that could help a lot of people that is a close to his heart. >> Finish up with since you've known him, Saint Vincent to Saint Mary to the present. He's made a lot of right turns in the road. Who's been that guiding light? Who's been, besides yourself, who have been the voices that have guided him most importantly would you say? >> Okay. First of all, I don't qualify myself as a shining light, [LAUGH] but I see two people. I see mom and I see Maverick and now Rich Paul. Gloria James has a great heart, you know? LeBron as a caring, empathetic person didn't come from nowhere. That's because that's the person his mama made him. And while she's not involved in any of his business decisions anymore, she is definitely a part of the human motivation that you see in so much of what he does and his desire to good and to do right by other people. Maverick, with 20-20 hindsight, turns out to have been the perfect partner for LeBron and I don't know how well you know Maverick. Maverick is a fascinating guy in his own right. He has this intellectual curiosity combined with an engaging personality. And because of the circle of people that he encounters by virtue of being LeBron's partner and business manager, you put all those things together and never connects with some of the most interesting and turns out most successful people in the country, which is how the Warren Buffet thing comes about. [LAUGH] You know, when an unlikely combination, but when you see them together, you get it. So Maverick has been a great influence on LeBron, Gloria James. Now Rich as his agent is very much influential in the basketball side of LeBron's thinking. But ultimately, there isn't somebody else who is shaping him. He's doing it himself. You know, he has achieved this inner peace that no one else could give him. He went out and in front of the eyes of the whole world with all that pressure on him, he has centered himself and figured out what's important and is empowering the people around him to help him go out and get it. So first and foremost, it's LeBron. >> LeBron and is he here to stay? >> Yes. >> All right. Great last answer. [LAUGH] Thanks so much, Fred. >> All Right. >> it's been a great interview, we really, really appreciate it. >> My pleasure, Peter. >> Sharing all this with us. >> Great to see you. >> Thanks to our audience this is an award winner. This is going to be the best one in our second session, so please watch every minute of it and enjoy. Thank you. >> Thank you. [MUSIC]
