Adam Cairns/Columbus Dispatch / USA TODAY NETWORK via Imagn Images

LeBron James Makes Headlines With Off-Court News Before NBA Season

Originally posted on Athlon Sports | By Cole Sullivan | Last updated Sep 1, 2025 1:58 PM ET

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.

KING JAMES: Here's your first official look at @KingJames' 23rd signature sneaker — the Nike LeBron XXIII

The "40k" colorway celebrates LeBron reaching 40,000 points ✍️ pic.twitter.com/ZRHbwMgWf2
— Sole Retriever (@SoleRetriever) August 30, 2025

“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."

Check it out:

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

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.

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.

This article first appeared on Athlon Sports and was syndicated with permission.

More must-reads: