LeBron James has joined forces with Olympic alpine skier Lindsey Vonn, actor and former California governor Arnold Schwarzenegger, and model Cindy Crawford to start a new health and wellness venture called "Ladder."
The company's origins date back to James' cramping incident during Game 1 of the 2014 NBA Finals, according to Alexandra Bruell of Wall Street Journal. James was looking for a safe and effective supplement to help him get stronger, and began talking to Schwarzenegger about creating a brand for the general public.
"It's an organically developed company," Schwarzenegger said, versus "a company coming to us and saying, 'We'll give you some stock if we can use your name.'"
Ladder currently has four NSF-certified products - two protein powders, a greens powder, and energy powder - available through a subscription service, and may eventually offer other products such as snack foods.