Coca-Cola will test LeBron James' crossover appeal when the company puts the Cleveland Cavaliers guard on Bobby Labonte's hood this 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 will be flying in James to see his first live NASCAR race.
"I really like the look of the race car," James said in a statement. "But I'm thinking we need to add some new rims."
We will never get ahead as a people.