Sprite’s Ads With LeBron James Beat ‘Thirst’—and Declining Industry Trends

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Few pro athletes in the modern era are as big and bold as National Basketball Association frequent MVP LeBron James. The future Hall of Famer’s career made him larger than life even before he began dropping recent hints about his ambitions beyond basketball—maybe even in national politics. And so Sprite’s association with James since 2003, his first year in the NBA, has afforded the Coca-Cola-owned brand some great opportunities for its own boldness. Sprite has partnered with James in a variety of campaigns over the years that have managed to help keep the brand at the forefront of the cultural conversation, even as it has joined other brands battling the long-

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