Many feel like LeBron James was trying too hard in his latest ad for Nike.
On Monday, the apparel giant Nike announced the release of the Los Angeles Lakers star James’ latest signature sneaker for them. The sneaker is dubbed the “LeBron XXIII” in a nod to both James’ jersey number and his impending 23rd season in the NBA.
But it was the hype video that Nike released for James’ new sneaker that had everybody talking. The video featured James donning a crown while a dramatic voiceover played.
“They called him The Chosen One,” the voice said. “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 him. Behold the greatness. He is The Forever King.”
Here is the ad.
He is the Forever King.
— Nike Basketball (@nikebasketball) September 1, 2025
The LeBron XXIII arrives soon. Prepare to behold the greatness. pic.twitter.com/ovSMUdSVM8
Internet users were not at all feeling the ad. Some thought that it attempted to portray James as some sort of false religious figure while others poked fun at the “every rival was defeated” line by noting that James has a losing record for his career in the NBA Finals and has come up short against many opponents before.
This is disturbing… self idolatry and self serving
— Caspen (@CaspenRae) September 1, 2025
Jesus is the forever King
— CrocoLoco (@ElLocoCroco) September 1, 2025
This is a man that dribbles and dunks a ball
Having a losing record while saying every rival was defeated is crazy
— Righteousrep (@righteousr3p) September 1, 2025
Cringe level: HIGH
— Nick Yeoman (@NYeoman) September 1, 2025
Even Bill Simmons got in on the roast of James’ new ad.
This is a full-fledged “Yikes!” https://t.co/3wcdZMfkbr
— Bill Simmons (@BillSimmons) September 1, 2025
James will be 41 years old later this year and is unlikely to win another NBA championship in his career. In fact, there are even signs that the Lakers do not want James around beyond the coming season. As such, it appears that James is now pivoting to hyping up his all-time legacy (no matter how cringeworthy he is in doing so).
