LeBron James Changes Signature to Incorporate New Uniform Number


September 6, 2010

Much of the reasoning behind LeBron James' decision to take his talents to South Beach was to make more money — if not with salary then through endorsements. He had already taken it one step further when he declared last season that he'd be changing his jersey number, assuming he would sell more of the old and the new with the change from No. 23 to No. 6. Now, he's taking his self-obsession to a whole new level by marketing his new signature.

LeBron's former signature featured the No. 23 intertwined with the L in LeBron. Now that he's wearing the No. 6, he's working a whole new script to incorporate the new digit.

"It just feels right. This marks a new beginning for me,'' said James in an interview with Upper Deck. "Miami represents a new chapter in my basketball career. I'm really looking forward to it. It's gonna be fun, and I'm gonna do what I can to the best of my ability to bring home a championship to that city.''

Where have we heard that before, King James?

Upper Deck — the official supplier of authentic LeBron memorabilia — is obviously thrilled with this change by James, as it drives a whole new chain of demand for the latest and greatest in LeBron James gear.

"LeBron's signature has always been in demand and now that he's chosen to change it, [Upper Deck] has the opportunity to completely overhaul LeBron's memorabilia lineup — from team to number to design,'' said Upper Deck's project manager, Steve Sloan.

It's genius and sickening all at the same time, isn't it?

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