"I'd love if all the big names got involved again," Wilkins said from New York, while promoting Panini's new online card game. "It's something you can do to give back to the fans."
|More sports business coverage from CNBC.com|
James softly committed to participating in the contest this year but subsequently backed out. While the reason was unclear, the man they called "The Human Highlight Film" said James shouldn't worry about losing potentially affecting his marketing.
"Everyone knows what and who LeBron is," Wilkins said. "The dunk contest is not going to define his ability or compromise his likeness or his star power."
Aside from working with Panini, Wilkins, who turned 50 this year, is partnering with 24-Hour Fitness to develop a worldwide basketball camp. He also still collects a check from Reebok.
- Dominique Wilkins