Kobe Bryant is using the occasion of LeBron James' extreme cramping to promote his own new Body Armor sports drink.
"Pro and college players should be allowed to choose what sports drink hydrates them best and not be forced to drink league sponsors," Bryant wrote after James was forced to miss the last several minutes of the Heat's 110-95 Game 1 loss to the San Antonio Spurs in the NBA Finals.
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Bryant established Kobe Inc. earlier this year, and maintains the company's mission "is to own and grow brands and ideas that challenge and redefine the sports industry while inspiring the world."
Body Armour launched in 2011 and Bryant has described his investment in the company as "substantial," adding "I put my skin in the game" and noting he will serve on the company's board of directors.
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The company couldn't have gotten any greater opportunity at free publicity than the four-time league MVP's meltdown on Thursday night.
On a scale of 1-10, James placed the level of pain he was in at a 10 and had to be carried to the bench midway thru the fourth quarter when he was removed from the game for the last time after cutting the Heat's deficit to just points.
"It was frustrating sitting out and not be able to help our team," James said in the aftermath. "It sucks not being out there for your team, especially at this point in the season."
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