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LeBron's Midas touch

Updated: August 7, 2003, 9:10 PM ET
By Darren Rovell | ESPN.com

His nickname is King James, but it might as well be King Midas.

LeBron James, the Cleveland Cavaliers' rookie and the No. 1 overall pick in the NBA draft who already has signed two endorsement deals that collectively approach $100 million in value, has not yet proven himself in the league, but so far everything with his name on it has turned to gold.

LeBron Inc. is generating hundreds of thousands of dollars in business each day for the companies he represents. By November, when his ...

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