Despite all his youthfulness, Maverick Carter is the CEO of LRMR Innovative Marketing & Branding, currently LeBron James' business partner and manager.
Rumours have had it that Maverick Carter is LeBrons’ first cousin, however Carter says he is not James’ first cousin, though he acknowledged that they are “somehow related.” Growing up in the same neighborhood in north Akron, Ohio, “I have known him all my life,” Carter said of James. “We are like brothers.”
Carter has emerged as one of the most trusted voices in the inner circle of basketball's most dynamic young star.
Carter's personal winning streak began in 2005, when LeBron James fired his agent Aaron Goodwin, who had handled both basketball and sponsorship contract negotiations for James since he entered the NBA in 2003. A year later, James and Carter, former high school teammates, launched LRMR Innovative Marketing & Branding with two other friends to take over the marketing planning and negotiating for LeBron James.
Carter, just 24 at the time, and fresh off of two years of teeth-cutting at Nike, became Chief Executive Officer (CEO)—a move that turned heads around the league and in the media.
Despite critics suggesting that Lebron’s brand could suffer from overexposure as well as sharing the spotlight with Wade, Carter is quick to dispose their claims, he quotes "The only thing that's taken into account is where he can win, people love winners!”
He has put together sponsorship deals for James with McDonald's and State farm, and he negotiated a contract extension with Nike when James's original deal with the sports apparel mammoth expired this year.
Long term, Carter says his goal is to help the company diversify. To that end, LRMR has inked branding consulting deals with furniture company American Signature and crystal manufacturer Steuben Glass and is rumored to be adding All-Star point guard Chris Paul to its client list.
Carter can be a bit wary when discussing his role. His reticence is not surprising, considering how media outlets met the news of his hiring on claims that he had no experience in the field.
However, plenty of people in the industry say that although James and Carter are young, they have made smart moves right off the bat.
The young millionaire has a famous quote "Don’t be afraid if you see an opportunity go and give it a shot. You can finish school later; it's always there."
Article written by Christine Maema
