The LeBron James/MSN partnership originated in a shared vision to bring NBA All-Star LeBron James to life for his millions of fans worldwide. This engaging and empowering experience utilizes the design strategy of a pop-up story book as a metaphor for the different dimensions of his life. The site leverages the best of MSN Windows Live by providing news headlines from Fox Sports and the utilization of image search to learn more about LeBron. The site has generated more than 2.2 million unique users and 6.2 million page views with 4.07 minutes average time spent by users since launch.