The new issue of Fortune features LeBron as the cover subject, with an accompanying feature story called “LeBron Inc. - The Building of a Billion-Dollar Athlete.”

Most hoop heads probably already know a lot about ‘Bron’s off-court empire-building and his marketing company, LRMR. We covered his plan to become a global icon in time for the Beijing Olympics with him last year, but it’s amazing how much more his business grown even since then.

The story is a must-read for any basketball fan who has interest in the way the game is growing off the court and how LeBron is re-shaping the way an athlete builds his brand. Check it out HERE.