• Loading stock data...
Thursday, June 26, 2025

Bojangles’ Channels Its Inner LeBron James for NBA All-Star Weekend

Photo credit: Bojangles’
bojangles-lebron-james-nba

Photo credit: Bojangles’

The NBA All-Stars have descended upon Charlotte this week, but for those other than Hornets star Kemba Walker, this is just a temporary stay. For Bojangles’ Famous Chicken ‘n Biscuits, this is home.

And the brand, headquartered in Charlotte since its inception in 1977, wants to make sure it highlights its own All-Stars — its master biscuit makers — during the week.

Bojangles’ has centered its NBA All-Star marketing campaign around this image of not an actor or a model, but of Master Biscuit Maker Nate Cox. Cox is tossing flour in the air while rocking his “It’s Bo Time” apron. For NBA fans, this photograph should appear similar to the manner NBA players throw up chalk before games.

Specifically, it should remind fans of LeBron James’ chalk technique.

“The heroes of our brand are our master biscuit makers,” says Colby Anderson, digital media manager for Bojangles’ Restaurants, Inc. “They make biscuits fresh all day, every 20 minutes.

“[Nate] posed for us. Throwing flour in the air is not one of the 48 steps of making biscuits, but he was happy to play along with us and we were happy to feature him.”

The most notable part of the campaign can be found on a billboard in Uptown Charlotte at 22 West 11th Street in Uptown Charlotte. There, Cox’s pose is actually enhanced by simulated flour, which shoots from the top of the billboard, extended from his toss. That’s when Cox really looks like LeBron James, while greeting fans for NBA All-Star Weekend.

Cox first became a Bojangles’ certified master biscuit maker three years ago while working as an area director in the Charlotte location. He changed roles to field marketing coordinator, Charlotte, in May 2018, but he is still a master biscuit maker.

And now, he’s basically the face of Charlotte Tourism for the week.

“It would be a shame if we had fans from all over the country and outside of our footprint visiting our hometown and leaving without tasting a Bojangles’ biscuit,” Anderson says. “I think for some players who will be playing in the game, it’s the same thing.”

Of Bojangles’ 757 locations, 313 are in North Carolina. Bojangles’ is currently in 11 states and Washington D.C., but the brand has no locations west of Alabama and none north of Pennsylvania.

[mc4wp_form id=”8260″]

Bojangles’ is a partner of the NBA All-Star Host Committee in Charlotte and has been a sponsor of the Charlotte Hornets “for decades,” according to Anderson. Bojangles’ is currently the official tea of the Hornets. The brand is also the title sponsor of Bojangles’ Coliseum, which hosted the NBA Celebrity All-Star Game on Friday night.

For NBA All-Star Week, Bojangles’ has opened up the #BiscuitBaller campaign on social media. Between February 13 and 17, fans can upload a photo to www.BiscuitBaller.com and use a series of flour-tossing frames. By hashtagging #BiscuitBaller and #Sweepstakes on Twitter or Instagram, fans have the chance to win prizes, including a Bojangles’ gift card, an Xbox One S, the game NBA 2K19, and a live demonstration with a Bojangles’ Master Biscuit Maker.

READ MORE: Nike and Jordan Partner With Snapchat for Custom AR Lens

Nate Cox and his fellow master biscuit makers will not be on the court at Spectrum Center this week, but they will feel some of the fame in Charlotte.

“I know there are some people happy to see them on Saturday morning, but I don’t think they get the same recognition,” Anderson laughs, comparing master biscuit makers to NBA All-Stars.

If you’re in Charlotte, you might want to show that appreciation by going to Bojangles’. But if you’re under the sign, you might want to turn your windshield wipers on. Watch out for (simulated) flour.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Bold Trades Shake Up NBA Draft After Predictable Start

A flurry of trades and falling draft positions lead the post-Flagg activity.
opinion

From Woj Bombs to Shams Calm: ESPN Insider Avoids Draft Spoilers

Charania’s presence was fairly muted both on ESPN and social media.
breaking

Cooper Flagg Goes No. 1 to Dallas, Capping Mavs’ Rapid Rebuild

The expected selection extends a wild turn of events for Dallas. 
Apr 26, 2025; San Francisco, California, USA; Houston Rockets guard Fred VanVleet (5) before game three of first round for the 2024 NBA Playoffs against the Golden State Warriors at Chase Center.

Rockets Get $20 Million in Wiggle Room From New VanVleet Deal

VanVleet first signed with the Rockets in 2023.

Featured Today

Mar 15, 2025; Fort Worth, TX, USA; UAB Blazers forward Yaxel Lendeborg (3) dribbles the ball upcourt against the North Texas Mean Green during the first half at Dickies Arena

NIL Is Shrinking the Pool of NBA Draft Entrants

Agents are now advising many players to stay in school.
Apr 24, 2025; Green Bay, WI, USA; Penn State Nittany Lions defensive end Abdul Carter on the red carpet before the 2025 NFL Draft at Lambeau Field
June 21, 2025

‘More Is More’: The Elite Luxury Jewelers Decking Out Athletes

Meet the elite group of luxury designers crafting the biggest statement pieces.
Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.
June 15, 2025

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.
Jun 10, 2025; Nashville, Tennessee, USA; United States head coach Mauricio Pochettino stands during the anthem against the Switzerland during the first at Geodis Park
June 14, 2025

Gold Cup Is Complicated for USMNT—but U.S. Soccer Has Its Eyes on..

Uncertain tournament success isn’t fazing forward-looking U.S. soccer.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.