LeBron James and Dwyane Wade are main If not for the NBA lockout, his traveling for the next several months would have been confined to North America, all on Miami Heat charters. Instead, the overseas opportunities kept coming. Wade's business nike sb shoes manager, Lisa Joseph, asked how he felt about flying over to the land Down Under to fill in for Michael Jordan, who had pulled out of the Gatorade promotional trip because of NBA owners meetings. So two days later, Wade was off to Australia with Joseph and his girlfriend Gabrielle Union. While above the clouds, Wade decided to follow the Gatorade event with a "tweet greet" for fans. Joseph warned that he was setting himself up for disappointment; the odds were against him having a fervid following so far away. "There were close to 1,000 people in line, five hours before," Joseph says. "I was shocked. I probably shouldn't have been." Nor should anyone be shocked that the Heat's transcendent stars, Wade and LeBron James, have kept plenty busy during the work stoppage, building their brands even as the NBA tears itself down. They have traveled far and wide and often, trying not to lose marketing momentum just because they've nike net worth lost their primary platform playing regularly in NBA arenas. "Dwyane has time to do more things," Joseph says. "On the other hand, it's challenging," she says. "He has his Fly Wade shoe that launches on Dec. 7. There's no better advertising than him being in the shoe every night and kids saying, 'Hey, you know, I want to rock that.' " James is an even bigger international brand than Wade, ranking first among NBA endorsers ($30 million) in a recent Sports Illustrated study while the latter was tied for second with Kevin Garnett at $14 million. Maverick Carter, James' childhood friend and founder of their LRMR Marketing firm, says that while "obviously we want a season," his team just keeps working until one starts. James has been highly visible on social media (now nearing three million Twitter followers), in the community and on television, and yet much less controversial than he was during the storm of last season. "The key is not just keeping him out there," Carter says. "It is about doing the right things. It has to be authentic to him. He's also dedicated time to his endorsing duties. He's featured in new commercials for Nike ("Basketball Never Stops"), Take a Sheet energy and McDonald's, the last showing his self deprecating side. He shot a spot for State Farm two weeks ago, and will shoot one for Sprite in December. His business affairs have taken him to China as well as England twice checking in on the Liverpool FC team he partly owns and launching the LeBron 9 shoe in London. Wade's schedule has been similarly dizzy. "You can catch him at Miami International at any point," Joseph says. She and Wade spoke in April about his summer focus, attempting to align his ambitions with the off season custody schedule two weeks at a time he keeps for his two sons. Wade expressed a wish to get more into the fashion space. commercial shoot for T Mobile. After hosting a camp and attending Chris Bosh's wedding in South Florida, and enjoying Chris Paul's bachelor weekend in Las Vegas, he spent 10 days in China for a Hublot watch launch as well as nike shoes edit Jordan Brand and Gatorade promotion. Into August. A GQ photo shoot in New York. His first adult basketball fantasy camp in Miami. Rehearsals and, after hosting Wade's World weekend in Chicago, filming for a dancing cameo in the Cameron Diaz movie, What to Expect When You're Expecting, which Joseph says was the most nervous she's seen him. In September, he shot a PSA and attended Fashion Night Out in New York, went to Paul's wedding in North Carolina, shot a commercial for Jordan Brand in Los Angeles, participated in the Nickelodeon Day of Play event in Washington and returned to New York to gather all his partners for the Brand Wade summit. "A lot of times, those sort of events are just the athlete's team," Joseph says. "Dwyane is part of every minute. We talked about how to continue to collaborate effectively with the lockout." After a reasonably quiet October, November has featured the domestic Hublot launch, a Gatorade commercial shoot and the organization of a four game charity Homecoming Tour also headlined by James and Paul and Carmelo Anthony and starting Dec. 1 in Akron. When that was announced the quartet worked out hard, with Udonis Haslem and Chris Bosh, on the Nike campus in Oregon.