In the 60 Minutes story that aired Sunday, LeBron James was asked about LRMR, a firm dedicated to marketing and branding that he and his childhood friends created.
"I just felt like in order for me to grow as the person that I wanted to become, as the leader, as the businessman, I had to ... make a change," James said about firing his agent and making LRMR his exclusive representative.
Many were skeptical of the new business venture, including NBA Commissioner David Stern.
"Everyone said, 'What is he doing? Why would he give three of his friends, three young African-American guys?' - that's what they really wanted to say, right? - '?hand over his business to them at that level?'" Maverick Carter said.
The company has proven critics wrong, operating shrewdly and effectively while breaking new ground in the sports world.