James' likeness to appear on Bobby Labonte's car
Coca-Cola will test LeBron James' crossover appeal when the company puts the Cleveland Cavaliers guard on Bobby Labonte's hood next Saturday night.
A comic book character resembling the 20-year-old NBA marketing icon will be plastered on the hood of the No. 18 car for the Sharpie 500 at the Bristol Motor Speedway to promote POWERade's new James-inspired flavor, SourMelon.
Coca-Cola officials say that recent data shows that 74 percent of all NBA fans are also NASCAR watchers.
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