LRMR is a marketing firm founded by Maverick Carter, a childhood friend of LeBron James

LeBron James

LeBron Raymone James is an American professional basketball player for the Miami Heat of the National Basketball Association . Nicknamed "King James", he was a three-time "Mr. Basketball" of Ohio in high school, and was highly promoted in the national media as a future NBA superstar while a...

. LRMR currently represents four athletes: James, Chris Paul

Chris Paul

Christopher Emmanuel Paul is an American professional basketball point guard for the New Orleans Hornets.Paul was born and raised in North Carolina. Despite only playing two varsity basketball seasons in high school, he was a McDonald's All-American and accepted a scholarship with nearby Wake...

, Ted Ginn Jr. and Mike Flynt

Mike Flynt

Mike Flynt is a linebacker for Division III Sul Ross State University in Alpine, Texas and wears the number 49. Flynt is a strength coach by trade and was a conditioning coach at Nebraska, Oregon and Texas A&M. He is the inventor of the Powerbase Fitness exercise equipment. Clients for the...

, a 59 year-old college linebacker.

"The Decision"

LRMR was the company behind "The Decision" the one-hour special which showcased James making the decision to join the Miami Heat

Miami Heat

The Miami Heat is a professional basketball team based in Miami, Florida, United States. The team is a member of the Southeast Division in the Eastern Conference of the National Basketball Association . They play their home games at American Airlines Arena in Downtown Miami...

 via free agency. "The Decision" has been harshly scrutinized by the public on many different fronts. David Stern

David Stern

David Joel Stern is the commissioner of the National Basketball Association. He started with the Association in 1966 as an outside counsel, joined the NBA in 1978 as General Counsel, and became the league's Executive Vice President in 1980. He became Commissioner in 1984 succeeding Larry O'Brien...

said the spectacle was "ill-conceived", and Charles Barkley said that people who watched it were "idiots".

Many insiders and experts state that Maverick Carter, CEO of LRMR, and his marketing tactics are solely responsible for turning Lebron James into one of the most hated athletes in the world.