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


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.