King James reigns over “Full Court”



Officially titled LeBron “King” James’ Full Court Birthday Celebration, LeBron James celebrated his 26th birthday on December 30, 2010 in Miami. The extravagant party went down at the exclusive Coco DeVille Lounge at the Gansevoort Hotel in Miami Beach, Florida.

The Coco Deville was decorated in a regal aesthetic to go with the theme of “Full Court.” It was the first stop on an 11-city birthday tour planned by James to take place over the next few months across at least The United States.

The night began at STK Miami, a posh steak house with their flagship location in New York City. The restaurant is located off of the lobby of the Gansevoort. STK is famous for their high end, if unconventional, appetizers and side dishes such as Fois Gras French Toast.

The party then moved across the hall to the Coco DeVille Lounge where it began on a high note with a red carpet for James’ A-list birthday guests. Celebrities appeared at the party in full force with Kelly Rowland, Ne-Yo, Drake, Timbaland, Kourtney Kardashian, Vivica A. Fox and Tyrese attending.

James’ teammates showed their support too. Dwayne Wade attended with his girlfriend Gabrielle Union. James’ mother and girlfriend Savannah Brinson were at his side and posed for photos with the Heat athlete.


James had the night of his life, jumping into the DJ booth with guest Drake and Coco DeVille resident DJ, DJ Irie. They debuted new Drake singles, but the big moment of the night was when Lil’ Wayne’s never before heard single “6 Foot 7 Foot” was played. James danced with his mother and his girlfriend and mingled among the guests.

James’ birthday celebration had been highly anticipated in the weeks leading up to it. James had hired marketing firm SA Global Plus to solicit sponsorships for the party. A PowerPoint presentation was created by the company and distributed to many different retailers in hopes of securing a contract.

The power point presentation consisted of shots of James from a birthday photo shoot on every page, and listed reasons why anyone would be crazy not to sponsor the party tour. It promised to expose the retailer who chooses to sponsor the parties to “Athletes, Models and Musicians, as well as political figures, socialites, tastemakers and affluent leaders from various industries including Art, Business and Finance.”

In expectation of an expensive night, companies were offered the option of sponsoring one night of his 11-city tour for $10,000 or a sponsorship of all 11 dates for $500,000. Ciroc Vodka stepped up and sponsored the Miami night of his birthday celebration with great success.


James has somewhat fluid plans of another birthday party in New York City on January 26, and on February 11 in Los Angeles. It isn’t known when or where his other parties are going to take place. All that can be said is that the next ten parties better live up to this one.

When asked what he wanted for the next year, James said he was looking to make it less controversial.

Liz Bevan is a writer and journalist living in Toronto She plays guitar, writes her own music, and reads mostly non-fiction.


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