A new Nike commercial "features a young LeBron James going to get his famous 'Chosen 1' tattoo in Las Vegas," according to Khadrice Rollins of SI.com. The phrase was "used on the cover" of the SI cover story written by Grant Wahl back in '02. The story was a "feature on the then-high school junior and how he became the best prep basketball player in the country." The SI issue was "released on Feb. 18, 2002 and the commercial takes place in August of that year." James has been signed to Nike since '03 (SI.com, 5/30). SOLE COLLECTOR notes in the ad, titled "Tattoo," a "young man enters a tattoo shop and hands the artist a piece of paper of the design he'd like to get." Though the artist is "skeptical, his potential client is sure about his decision." The camera "pans up to reveal a young James, and written on the paper is the iconic phrase-turned tattoo" (SOLECOLLECTOR.com, 5/31). USA TODAY's Alysha Tsuji noted the ad "shows a young James made with CGI telling an astonished tattoo artist that he’s sure he wants the bold ink." It "ends with, 'Always believe.'" Overall, it is a "cool spot" (USATODAY.com, 5/30).
PERFECT SOUND: TECHAERIS' Alex Hernandez noted Beats by Dr. Dre has kicked off its 10-year anniversary celebration with the "launch of its new Decade Collection comprised of its latest products." James, along with Rockets G James Harden and Warriors F Kevin Durant, "sport the Decade Collection as part of Beats’ new 'MADE DEFIANT' campaign, a series of spots inspired by the brand’s ten years of innovative products and collaborations with athletes and artists who constantly redefine 'greatness.'" The spot is narrated by Basketball HOFer Julius Erving (TECHAERIS.com, 5/29).
WAITING GAME: FORBES' Brian Mazique wondered if James is "going to be the 'NBA 2K' cover athlete for the second time" after being on the cover of "NBA 2K14." Players like 76ers F Ben Simmons, Bucks F Giannis Antetokounmpo, Lakers G Lonzo Ball, 76ers C Joel Embiid, Raptors F DeMar DeRozan and Trail Blazers G Damian Lillard are "all more logical and less radical choices, but the James concept would be insane." Last year, the Legends Edition cover was "revealed on May 8." Now, "more than three weeks past" that date this year, fans "still haven't heard a peep about that cover." Meanwhile, the "NBA 2K18" Standard Edition cover was "unveiled on June 1, 2017." Over the past two years, the Legends Edition cover has been released "before the Standard Edition." It "wouldn't be surprising" if James "wanted to hold off on being involved with promotion until after the postseason." Being announced as the "face of a product that sold over 9 million copies over the past 12 months is a pretty high-profile deal." There is also the question of James' "impending free agency." Last year, Kyrie Irving's trade demand and subsequent move to the Celtics "forced 2K to change their cover after initially printing with him in a Cavs jersey." Would 2K "want to deal with that sort of an issue for the second year in a row?" (FORBES.com, 5/30).
