Los Angeles Lakers forward LeBron James. Jonathan Hui-Imagn Images

Bill Simmons rips new LeBron James Nike ad: 'Yikes'

By Sai Mohan | Last updated Sep 2, 2025 8:30 AM ET

LeBron James has never hesitated to remind the world of his greatness.

This is the same man who anointed himself the GOAT after leading the Cavaliers to an NBA title in 2016, and demanded respect from his critics after helping the Lakers raise Banner No. 17.

As he enters his record-breaking 23rd NBA season, James is at it again, stroking his ego and reminding everyone of his greatness. On Monday, Nike launched a new ad promoting the Lakers star's 23rd signature shoe, the LeBron XXIII, with the "Forever King" tagline.

"They called him the Chosen One," the ad begins, citing the 2002 Sports Illustrated cover story featuring a 17-year-old James.

"He carried the weight of every expectation on his shoulders, but he never broke," continues the narrator. "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 ad was widely criticized on social media, with fans pointing out how James had losing records in the playoffs against fellow legends such as Kevin Durant (5-9), Stephen Curry (11-17), Tim Duncan (5-11) and Dirk Nowitzki (2-4). Furthermore, James' 4-6 record in the NBA Finals remains a minor blemish on his legacy, especially when compared with the Finals records of Duncan (5-1), Curry (4-2) and Kobe Bryant (5-2).

The Ringer's Bill Simmons expressed his disgust for the ad, too.

This is a full-fledged “Yikes!” https://t.co/3wcdZMfkbr
— Bill Simmons (@BillSimmons) September 1, 2025

James, who turns 41 in December, can justify the Nike commercial by capturing his fifth NBA title this upcoming season. The Lakers star can also clinch several personal milestones, including Robert Parish's record for most regular-season games and Kareem Abdul-Jabbar's record for most field goals made. On opening night against the Warriors, he can also pass Reggie Miller for sixth all-time in three-pointers made.

Sai Mohan

A veteran sportswriter based in Portugal, Sai covers the NBA for Yardbarker and a few local news outlets. He had the honor of covering sporting events across four different continents as a newspaper reporter. Some of his all-time favorite athletes include Mike Tyson, Larry Bird, Luís Figo, Ayrton Senna and Steffi Graf.

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