Early Life and the Nike Foundation
Carter’s early years were filled with a love for sports, playing basketball and football alongside James at St. Vincent–St. Mary High School. He played briefly in college basketball before landing an internship at Nike, where he developed his skills in marketing and branding. This experience laid the foundation for his later endeavors, emphasizing the importance of storytelling and brand development in the sports industry.
LRMR Ventures: Creating of a Business Empire
Carter co-founded LRMR Ventures in 2006 with LeBron James, Rich Paul, and Randy Mims. This venture focused on managing James’ business interests, leading to substantial deals like James’ lifetime contract with Nike. LRMR became the foundation for Carter’s growing portfolio, demonstrating his ability to negotiate and manage high-stakes partnerships.
SpringHill Company: Merging Sports, Media, and Culture
In 2020, Carter and James merged their previous ventures—SpringHill Entertainment, Uninterrupted, and The Robot Company—to launch SpringHill Company. SpringHill creates culturally inspired content for film, television, and digital media. The company has produced several notable projects, including “The Shop” and “Self Made,” reflecting Carter’s commitment to empowering diverse voices.
Uninterrupted: Amplifying Athlete Voices
Founded in 2014, Uninterrupted is a multimedia platform where athletes share the stories directly with fans. By bypassing traditional media, Uninterrupted allows athletes to control their narratives. This venture has redefined athlete branding and helped Carter cement his place in the media landscape.
Strategic Investments: Diversifying the Portfolio
Carter’s investment strategy includes a diverse array of ventures. He led a group investing over $100 million in Rocket Youth, a startup focused on Youth sports, in 2025. Also, Carter is advising a $5 billion initiative to create an international basketball league, aiming to rival the NBA and take the sport to new heights.
The Shop: Bridging Conversations and Commerce
“The Shop,” a talk show co-created by Carter, provides a platform for candid conversations among athletes, entertainers, and cultural figures. The show’s success inspired the launch of a grooming line based on its themes, offering affordable, vegan, and cruelty-free products available exclusively at Walmart. This venture shows Carter’s ability to translate content into consumer products.
Real Estate and Personal Ventures
Beyond media and sports, Carter has ventured into real estate, investing in properties that contribute to his wealth. His strategic approach to personal investments complements his professional ventures, ensuring a balanced and diversified financial portfolio. Such investments demonstrate Carter’s solid understanding of wealth management.
