J.R. Smith isn't the only one having to cover up some ink.
Lonzo Ball has a tattoo of his own, and the NBA has decided that he's got to cover that up as well.
The rule is that any body part depicting brand names can’t be visible when players are on the court. For J.R. Smith, it means he has to cover up his SUPREME tattoo. Because those same rules apply to Lonzo and his BBB tatt, the same threat of a fine will loom over him if he decides not to follow them.
Maybe a change is coming, maybe not, but for now, putting ads on your body isn't something the NBA is willing to allow.