Dunkin' Brands (Dunkin Donuts and Baskin Robbins) announced that it is teaming up with the Miami Heat forward in an attempt to grow its brand in Asia, of all places, according to The Associated Press.
The multiyear deal is said to be worth millions.
The deal with James "is Asia focused and reflects our commitment to Asia," Dunkin' chief exectuive Nigel Travis said. "LeBron has a strong commitment to building his relationship in Asia so he's definitely planning multiple trips to Asia in the offseason this year."
Dunkin' is looking to grow the brand even more in Asia where it already has 5,400 stores, roughly a third of its total locations.
Reuters reports that as part of the marketing campaign, Dunkin' will introduce a doughnut that has "shredded pork" for its Chinese customers.
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