LeBron James has never been shy about embracing the weight of his legacy, but his latest Nike ad might be his boldest statement yet.
The spot for the LeBron XXIII shoe, which quickly went viral, features a chilling narration over visuals of LeBron wearing a crown and staring into the camera with the kind of intensity that has defined his two-decade reign.
“They called him the chosen one. 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. Behold the greatness. He is the forever king.”
He is the Forever King.
The LeBron XXIII arrives soon. Prepare to behold the greatness. pic.twitter.com/ovSMUdSVM8
— Nike Basketball (@nikebasketball) September 1, 2025
The words, delivered with dramatic flair, sparked instant debate. Was Nike crowning LeBron as the greatest ever? Was this a declaration that his career had surpassed every legend in NBA history? Or was it simply the brand amplifying what fans already know, that LeBron’s resume is unlike anything the league has ever seen?
The ad’s opening line references the famous Sports Illustrated cover that labeled a teenage LeBron “The Chosen One.” Few players in history have entered the NBA with as much hype. Even fewer have managed to live up to it. LeBron didn’t just meet expectations; he obliterated them.
Now entering his 23rd season, he has never had a true fall from grace. The worst backlash of his career came in 2010 with The Decision, when he announced his move to Miami. Even then, the move raised millions for charity. Beyond that, LeBron has remained remarkably scandal-free, a model of longevity and professionalism.
Statistically, LeBron has set a standard that may never be matched. He is the NBA’s all-time leading scorer, a record that will likely stand for generations. He is on track to finish with the most games, minutes, and seasons played, further extending his ironman legacy.
His accolades read like a myth: four championships, four MVPs, four Finals MVPs, 21 All-Star selections, 21 All-NBA selections, and six All-Defensive team honors. For over 15 years of his career, he was widely regarded as the best player in the world.
Even at 40 years old, he remains a top-10 player, arguably top five. No other player in NBA history has sustained elite dominance for this long.
Nike’s most provocative line suggested LeBron defeated all rivals. That claim is more complex. He had a winning record against Kobe Bryant (16–6), though they never met in the Finals. Against Kevin Durant, LeBron holds a 24–19 edge, including beating him in the 2012 Finals.
His battles with Stephen Curry are more complicated, as Curry’s Warriors lead LeBron 30–26 in head-to-head matchups, fueled by one of the most stacked rosters in history.
So, while LeBron certainly conquered most of his contemporaries, “every rival was defeated” is more poetic than literal.
This part of the ad, “Every idol was destroyed,” may be the most debatable. Yes, LeBron has passed Kareem Abdul-Jabbar in scoring, outlasted Kobe Bryant in longevity, and matched Magic Johnson’s versatility with his own brand of dominance.
But when it comes to rings, the “ghost of Chicago” still looms. Michael Jordan’s six championships and perfect Finals record remain unmatched. Magic and Kobe each have five, while Kareem also has six.
LeBron may not have destroyed every idol, but he has certainly entered their rarefied air. Statistically, he towers above most of them. Narratively, he still sits just behind Jordan in the endless GOAT debate.
Nike’s ad captures what LeBron’s career represents: unparalleled longevity, historic achievements, and the rare ability to live up to a destiny that once felt impossible. But its sweeping declarations gloss over the nuance that makes the GOAT conversation so fascinating.
For many, Jordan will always be untouchable. For others, LeBron’s body of work, both on and off the court, makes him the true king. For me, LeBron is the GOAT, my GOAT, forever. But it is fair to say the conversation has room for one other name, His Airness.
The debate will rage forever, but one thing is certain: after 22 seasons, LeBron has earned the right to wear that crown in the ad.
