But the real key to James’ billion-dollar fortune: He’s been more than just a pitchman. James has long structured deals to give him equity in brands he partners with, giving him a cut of the upside instead of a quick paycheck. In 2015, James walked away from an endorsement agreement with McDonald’s, worth an estimated $15 million over four years, to instead gamble on the fast-growing Blaze Pizza chain, where he’s an investor. He’s taken equity in brands like smart gym-maker Tonal and rideshare giant Lyft as well. Then there’s SpringHill, the TV and movie production outfit built by James and business partner Maverick Carter. Last October, outside investors including Boston Red Sox owner Fenway Sports Group and Epic Games bought into the venture–which helped produce the $163 million (worldwide box office gross) Space Jam: A New Legacy and HBO documentary What’s My Name: Muhammad Ali–at a $725 million valuation. James, of course, remains the biggest shareholder.