I saw Nike’s Project: LeBron Reclamation commercial and I hated it because it sucked. LeBron kept asking ‘What should I do?’ in a patronizing manner suggesting that fans’ expectations weren’t and aren’t fair or reasonable. My only expectation for LeBron is to not be an a-hole if he wants to sell me shoes, hot dogs or underwear like the man whose expensive basketball and pitchman shoes were primed and ready to be filled by the ‘King.’ He failed to meet that expectation spectacularly with ESPN‘s: The Decision. Nike is now aiding that failure with this commercial.
Look, I’d love to move to Miami with my friends. Who wouldn’t? If he chooses to go play with his friends where he can prove nothing on the court–either he wins with the odds stacked in his favor and impresses no one; or he loses and is a failure–but be happy, that’s fine. Just don’t be an a-hole about it if you want to sell me things when ESPN has to take a break from slobbering all over you to air commercials.
With a new season, and a huge new ad campaign to begin redeeming himself, LeBron (and Nike) blew it (just like his move to Miami) like a real a-hole.