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Los Angeles Lakers
Sep 1, 2025 12:20 PM EDT
The Los Angeles Lakers season begins in exactly 50 days, and when LeBron James steps on the floor, he will become the longest-tenured player in NBA history, entering his 23rd season.
James, who will turn 41 in December, has made it clear this offseason that his goal remains to compete for championships. While there was some skepticism about whether that would happen in Los Angeles, he ultimately opted into the final year of his player option with the Lakers.
As the NBA season approaches, James made headlines on Monday for off-court reasons. Nike released a new ad campaign featuring James, coinciding with his upcoming sneaker release, the Nike LeBron 23, and his “Forever King Tour” happening this September in China.
James is set to debut his new sneaker before the end of the year, with the first colorway already unveiled: the “40K+,” commemorating his achievement as the all-time leading scorer in NBA history with 40,000 points and counting. The sneaker features a multi-colored design with black and metallic gold accents.
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“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.”
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LeBron James has been Nike’s premier athlete since signing with the company in May 2003, even before he made his NBA debut with the Cleveland Cavaliers.
Coming directly out of high school, James was selling out gyms and arenas across Ohio and the country during his time at St. Vincent-St. Mary’s, competing for state championships year after year.
Mar 28, 2023; Houston, TX, USA; Los Angeles Laker LeBron James and his wife Savannah James sit court side at the McDonald’s All American game during the first half at Toyota Center.
Maria Lysaker-USA TODAY Sports
At just 18, he faced astronomical expectations—that if he didn’t become a Hall of Famer, his career would be considered a disappointment. Yet he has exceeded those expectations, cementing himself as arguably one of the greatest players of all time.
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Cole Sullivan