James' likeness to appear on Bobby Labonte's car

Updated: August 16, 2005, 11:02 PM ET
By Darren Rovell | ESPN.com

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.

"We're ...

Read full story


You must be signed in to post a comment

Already have an account?