Los Angeles Lakers star LeBron James has spent more than two decades reshaping expectations for NBA players on and off the court. According to longtime friend and agent Rich Paul, one of James’ biggest accomplishments came from challenging traditional power structures in sports and business.
In a recent profile by Sean Gregory of TIME, Paul explained why he believes James fundamentally changed how athletes approach business decisions and career management.
James entered the NBA directly from high school after the Cleveland Cavaliers selected him with the No. 1 overall pick in the 2003 NBA Draft. After winning Rookie of the Year and establishing himself as one of the league’s brightest stars, he made a decision that drew widespread skepticism throughout the sports world.
Instead of relying on established industry executives, James chose to build his business operation around longtime friends Rich Paul, Maverick Carter and Randy Mims. Together, they formed LRMR, a company named after the first initials of the group’s members.
At the time, many critics questioned the move because none of James’ closest associates possessed traditional sports management credentials.
Reflecting on that criticism, James told TIME that he never allowed outside opinions to dictate his decisions.
“If I would have listened to the narrative of the outside world, I would have been doomed,” James said.
“Because everybody said it was a bad idea. Why am I hiring people with no education? Why am I hiring people that haven’t been in the business? Why am I hiring my childhood friends?”
Rich Paul explains how LeBron James challenged traditional sports business norms
James argued that innovation often requires ignoring conventional wisdom.
“Everybody, when it comes to things that have never been done before, they want you to go to the sound of the beat that was from yesterday, or the beat that was from 10 years ago,” James said. “My mom never raised me to be that way.”
Paul took that argument a step further when discussing James’ impact on athlete empowerment.
“You know how LeBron James changed the game?” Paul said. “He changed the game because he was the athlete that was willing to tell that prominent person that was in position with a business card from a high-level corporate institution to go f-ck themselves.”
Today, Paul’s Klutch Sports Group has become one of the most influential agencies in professional sports, representing hundreds of athletes across multiple leagues. Its client list includes James, WNBA superstar A’ja Wilson, NFL quarterback Jalen Hurts and NFL star Myles Garrett.
Meanwhile, James recently completed his 23rd NBA season and continues to weigh his future following the Lakers’ playoff elimination. Whether he returns for a 24th season or not, his influence extends far beyond basketball.
What began as a controversial decision to trust lifelong friends has evolved into one of the most successful athlete-driven business ventures in modern sports, helping redefine how stars build brands and manage their careers.
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