A Cavalier Approach to Public Relations: The Unconventional Image Restoration of LeBron James

Special Section: BREAKING THE RULES

Authors

  • Kathleen Stansberry Cleveland State University
  • Jessalynn Strauss Elon University

Keywords:

sports marketing, image restoration theory, personal branding, LeBron James, National Basketball Association, social media

Abstract

In a widely panned 2010 television special, LeBron James announced that he would be leaving the Cleveland Cavaliers and “taking his talents to South Beach.” Criticized by many for exhibiting what was seen as uncouth and egotistical behavior, James and his personal and professional image were severely damaged by the fallout from the spectacle and subsequent posturing. After five years, however, LeBron’s image has recovered fully, and today he has the distinction of being one of the most popular athletes in the world. Using the theoretical lens of Benoit’s Image Restoration Theory, this case study examines how James bucked established strategic communication processes to rebuild his tarnished brand.

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Published

2022-06-09

Issue

Vol. 5 No. 1 (2016): Volume 5 (2016)

Section

Articles