LeBron James just did something pretty special, and two big consumer companies are wasting no time trying to cash in on all of the media attention.

The basketball superstar led the Cleveland Cavaliers to a 93-89 win over the Golden State Warriors in Game 7 of the NBA Finals Sunday night, giving Cleveland its first major sports title since 1964. That was when the Browns beat the then-Baltimore Colts in the NFL championship (the "big game" before the Super Bowl existed). The Cavaliers also became the first team in the history of the NBA to fight back from a 3-1 series deficit in the Finals to win a championship.

Nike, which signed James to a lifetime endorsement mega-deal last December, was the first to strike.

The sneaker and apparel giant released a new TV commercial online just after the Cavaliers' victory (below) showing footage of the team throughout the playoffs, with the majority of the footage close-ups of fans covering their faces and holding their breath until the game clock hits zero and Cleveland officially wins the championship.

Then, the company said it would release the Nike LeBron Soldier 10 sneakers that James began wearing in Game 4 of the Finals. The sneakers are black and gold -- similar to the Cavaliers' uniforms -- and will be available for a limited time starting Tuesday on Nike's custom shoe site, NIKEiD.

James' high-profile win, coupled with Nike's new viral commercial and limited edition sneakers, could provide a much-needed bump to his sneaker line.

Although Nike's Jordan lines continues to sell incredibly well, its LeBron and Kevin Durant sneaker lines "proved the most challenging" in the first quarter, according to footwear retailer Foot Locker (FL) - Get Report . The company's CEO Dick Johnson added Foot Locker was dealt a "body blow" in its signature basketball business to kick off the year.

"The Jordan business is exceptionally strong, while the Nike basketball business has been soft," said Sam Poser, a veteran footwear industry analyst and managing director at Sterne Agee. "[Offerings from] Kobe Bryant, Kevin Durant and LeBron James did not do as well last year."

Meanwhile, Sprite -- which is owned by Coca-Cola (KO) - Get Report -- is also moving quickly to take advantage of James' momentum. James has endorsed Sprite since 2003 just before he began his NBA career.

On Sunday, Sprite released a new commercial of its own online (below), inviting people to record themselves doing creative handshakes -- also known as "Daps" -- as James often does with his teammates, and to share them online with the hashtag #DapTheKing.

The company will also release a limited-edition, 16-ounce Sprite can featuring James at select retailers in Ohio starting later this week for a limited time.

Coke doesn't give sales figures for its individual soda brands, but they did note that sales of Sprite increased in North America in the first quarter.