Skip to Content

New LeBron James Reality Show Premieres Tonight

Cleveland Cavaliers Victory Parade and RallyCleveland Cavaliers Victory Parade and Rally
LeBron James waves to fans.Photograph by David Liam Kyle—NBAE via Getty Images

LeBron James wants to revitalize underprivileged neighborhoods in Cleveland through reality television.

James is executive producing a new show alongside his business partner Maverick Carter. The show is called Cleveland Hustles and premieres on CNBC Wednesday, August 24 at 10 p.m.

The premise of the show is a bit like the love child of ABC’s Shark Tank and NBC’s Apprentice. James has enlisted four investors to whom 20 entrepreneurs pitch business ideas in the first episode. Eight will then be chosen to continue. Each investor will work with two entrepreneurs, presenting them with challenges.

In the first episode, a bagel company is tasked with opening a pop-up restaurant and bringing in at least $400, and a hair salon owner is asked to convince 12 stylists to sign leases in a loft. Based on their performances, the investor will choose one business to invest in.

“It’s where my day job is and to be able to create more opportunities for people in their day jobs is definitely a treat,” the Cleveland Cavaliers player told USA Today. James and Carter made this show with the goal of creating jobs and building local businesses, ultimately giving underserved neighborhoods a chance to prosper.


James grew up in nearby Akron, Ohio, and he has used his success to give back to the community in more ways than one. In an interview with the Daily Show‘s Trevor Noah, he discussed the recent expansion of his Wheels for Education program, which helps kids stay on track in school to ensure they have the opportunity to go to college. Additionally, last year the LeBron James Family Foundation pledged $42 million in scholarships for those who wouldn’t be able to afford it otherwise.