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LRMR is a marketing management firm founded by Maverick Carter, a childhood friend of LeBron James. LRMR currently represents James, and operates alongside the LeBron James Family Foundation, his philanthropic organization focused on education and at-risk youth. LRMR is not to be confused as his agent Klutch Sports Group.
LRMR was the marketing company behind "The Decision" the one-hour special which showcased James making the decision to join the Miami Heat via free agency. "The Decision" has been harshly scrutinized by the public (outside of the greater Miami area) on many different fronts. David Stern said the spectacle was "ill-conceived", and Charles Barkley said that people who watched it were "idiots".