NEW YORK - While he continues to lead the Miami Heat through the NBA playoffs, LeBron James has launched, through the newly formed Purebrands LLC, Sheets energy strips ?" "the new way to do energy."

The paper-thin, dissolvable strips are placed on the tongue, after which they dissolve and release "hours of energy." One serving of Sheets contains caffeine comparable to a cup of premium coffee, as well as vitamins B and E.

"Taking a Sheet is part of my pre-game and halftime ritual," said James. "I've tried tons of other products in the past and none compare. Sheets are a smart and convenient way to get energy."

Sheets was developed "over years of research" by physicians, scientists, athletes and trainers. It incorporates a proprietary technology that provides a "breakthrough delivery system" of energy.

"Since being introduced to Sheets, we have been excited about this revolutionary delivery system in this hot category. The uniquely powerful combination of the Sheets management team and its star-studded marketing program really made us take notice of the Sheets brand," said Ted Deitrick, vice president of merchandising at GNC. "Sheets are a perfect fit for our core customer ?" athletes and people with an active and healthy lifestyle."