... it's refreshing to see an author focus on one aspect of a player's body of work ... while the deals are financially staggering it isn’t so much about the money. It's about the sophisticated approach James and his allies take ... Windhorst writes in a smooth style - not flashy, very readable. It's that daily newspaper background that teaches a style of writing that transcends itself to authoring books: Cut the fat, get to the point.
This is not the book from which to learn how LeBron became one of basketball’s all-time greats. LeBron’s skills on the court are evident for all to see. However, his work behind the closed doors of Nike, Gatorade, Coke, and Kia are not public knowledge. This is the book that explains, as no one has done before, how the business of basketball, including most importantly the endorsement game, is played.
Windhorst dutifully chronicles all of [LeBron's] deals, often comparing them to other business ventures by megastar athletes including Michael Jordan, Tiger Woods, and Kobe Bryant ... For LeBron devotees and readers interested in the mechanics of off-the-court business dealings, this is a good choice, but the prose is merely serviceable and the narrative flow, workmanlike ... A mildly intriguing look at a global icon that would have been more effective as a long-form magazine article or continuing series.