Ohio basketball icon LeBron James and Nike dropped a brand-new commercial this week, and let’s just say not everyone is buying into the hype. The ad is bold, dramatic, and dripping with king-sized energy literally. The spot doesn’t even let LeBron speak for himself. Instead, a narrator delivers a glowing monologue about the Lakers star, all while never actually saying his name. The focus? LeBron being the “Forever King.”
The narrator lays it on thick: “He carried the weight of every expectation on his shoulders. But he never broke. We were all witnesses. Every rival was defeated. Every idol was destroyed. He took the crown and kept it.” 👀👑
According to Sports Illustrated, that line alone lit up social media like a Christmas tree. NBA Fans had mixed reactions, and the short video racked up more than one million impressions on X. While plenty of LeBron supporters showered the ad with love, others rolled their eyes. And then came Bill Simmons, never one to bite his tongue, chiming in with a reaction that pretty much summed up the skepticism: Via @BillSimmons: “This is a full-fledged ‘Yikes!’” Yep. Simmons said what a lot of people were already thinking. LeBron is “Anoitning himself again,” wrote one fan on social media. “I’m not a big fan of LeBron,” said another.
Ohio’s LeBron James Gets Called The ‘Forevor King’
The ad doubles down on LeBron’s myth-making, pushing the “Forever King” branding to almost biblical levels. But critics were quick to point out that the commercial glosses over some of the messier parts of his legacy. After all, if every rival was “defeated” and every idol was “destroyed,” how do we explain Tim Duncan, Dirk Nowitzki, and Steph Curry? Those names alone are enough to remind fans that LeBron’s Finals track record has more than a few bumps.
To be fair, LeBron’s resume is as legendary as it gets. The man has been in the NBA since 2003, and the list of accomplishments is endless: 4-time champion, 4-time Finals MVP, 4-time league MVP, 21-time All-Star, 21-time All-NBA, and counting. He’s a walking Hall of Fame induction speech. But when it comes to the Finals, the numbers aren’t quite as pretty. Ten trips, four wins. That means he’s been on the losing side six times, which makes the ad’s claim that “every idol was destroyed” sound a little exaggerated.
Let’s not forget: 2011 against the Mavericks, Dirk Nowitzki walked away with the crown. Tim Duncan and the Spurs reminded everyone about fundamentals in 2007 and again in 2014. And Steph Curry? Well, LeBron’s had his fair share of heartbreak against the Warriors dynasty. Yes, 2016 was an all-time redemption arc, but one epic comeback doesn’t erase the other losses.
Does LeBron James Still Run the NBA?
The last time LeBron actually hoisted the Larry O’Brien Trophy was 2020, during the bubble season, when the Lakers beat his former team, the Miami Heat, in a 4-2 series. That remains his lone title in purple and gold. Since then, it’s been years of chasing but not quite catching that elusive fifth ring.
So when Nike frames LeBron as the “Forever King,” it’s no surprise that the campaign triggered both praise and pushback. His supporters see a living legend who changed the game and inspired a generation. His critics see a carefully crafted narrative that skips over the inconvenient parts of his story.
One thing is undeniable, though: whether it’s Simmons throwing shade, fans debating on X, or Nike leaning all the way into the LeBron James mythos, The King still owns the conversation. As he hunts for his 11th NBA Finals appearance, the question is less about whether LeBron is great, because he is, and more about how far brands like Nike are willing to go in polishing his legacy while the Ohio icon’s story is still being written.
