LeBron gets first tattoo in latest Nike commercial

Released on eve of the NBA Finals

Ben Fontana
May 31, 2018 - 10:00 am

© Kyle Terada-USA TODAY Sports

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Just in time for the NBA Finals, Nike and LeBron James teamed up for the latest commercial paying homage to the G.O.A.T.

In the newest ad for Nike, a young LeBron walks into a tattoo shop in Las Vegas in 2002 and hands the tattoo artist a sketch.

The artist questions James, asking "You sure you want this?" Which, of course, LeBron says yes.

'Chosen 1' was LeBron's first tattoo, and the commercial's message is '#AlwaysBelieve.' From James' first Sports Illustrated cover, which proclaimed him "Chosen One," it seems as if he's used it as motivation his entire career.

LeBron and Nike obviously have a lucrative lifetime deal, and with the Cavaliers headed to their fourth straight NBA Finals and James' eight straight, the company is clearly capitalizing on the spotlight.