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Enterprise Journalism Release – February 7, 2013


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Rashawn’s Trade
College GameDay (Saturday, 11 a.m. ET, ESPN)

Diagnosed with leukemia in 2010, teenage basketball standout Rashawn King of Raleigh, N.C., was granted the opportunity by Make-A-Wish to meet his sports hero, LeBron James. But, King traded that wish for the chance to cater a lunch for his Middle Creek High School classmates and faculty, a gesture of thanks for their support during his treatment. Eventually, with an assist from his college coach at North Carolina Central, King, now a walk-on who receives chemotherapy once a month, got the surprise of his life — the chance to meet King James. Chris Connelly reports.

“Okay, LeBron James. I really want to meet him bad. He’s my hero. But why not give back to those who have helped me out and were there for me when I was sick and I was down?” — Rashawn King, on changing his Make-A-Wish opportunity

“I told him that he’s my inspiration. He inspires me to continue to do what I do out on the floor.” – LeBron James, on meeting King

It’s Gotta be the Shoes
SportsCenter Featured (Sunday 11 p.m. ESPN)

Long ago, a shoe endorsement was the pinnacle of an athlete’s commercial success. Then, Michael Jordan arrived and became the first athlete to be a “brand.” After the first pair of Nike “Air Jordan” basketball shoes rolled out, the former Chicago Bulls guard elevated his profile from superstar to transcendent, cross-over commercial icon. Now, almost 30 years since the first sneakers debuted and nearly a decade since Jordan retired as a pro athlete, his brand endures and continues to perpetuate his basketball legacy.

“The Jumpman is something that’s global. Everywhere you go, I don’t care what country – not city – I don’t care what country you’re in, everybody knows the Jumpman symbol.” – Chris Paul, Clippers guard, on the Jordan brand logo

“I think he set the tone on how to build a brand outside the game of basketball.” – Kobe Bryant, Lakers guard

This week, ESPN’s Feature Unit will provide the first of its 2013 Sunday features which will be produced weekly through the end of summer. Re-launched as “SportsCenter Featured,” SportsCenter’s storytelling brand has previously been produced under a variety of brands. Sunday’s inaugural “SportsCenter Featured” celebrates Michael Jordan’s upcoming 50thbirthday and includes a look at his legend, and how it grew — through his shoes. Last year, Feature Unit Sunday features swept the storytelling categories at the Sports Emmys, winning Short Feature (“Time Out of Mind”), Long Feature (“The Man in the Red Bandanna”) and Edited Special (“Joplin: City of Hope”).


Two U.S. Men’s National Team Players on Mexico’s Puebla FC
Reportaje Especial (Sunday, 11 p.m., ESPN Deportes)

The U.S. Men’s National Team made history in August 2012 when it beat Mexico for the first time at the infamous Estadio Azteca. Michael Orozco Fiscal, who scored for the winners, and DaMarcus Beasley, teammates on that winning team, now play for Puebla FC, a first division team in the their home country U.S.A.’s biggest CONCACAF rival: Mexico.

NBA: The Ultimate Crossover
ESPN The Magazine (on newsstands Friday)







LeBron James became a new kind of mogul, writes Michael Eric Dyson in ESPN The Magazine’s debut Music issue. How? By going beyond Tiger and MJ to embrace Jay-Z’s swagger.