In LeBron James’ now-infamous, self-indulgent ESPN special, he revealed to 9.95 million television viewers and a handful of Boys & Girls Club members that he ‘would be taking his talents to South Beach.’ A media firestorm of criticism from Cleveland fans, commentators and disgruntled owners alike ensued.

‘The Decision’ was not a shock to the average sports fan as James’ close friends and Olympic teammates Dwyane Wade and Chris Bosh were going to be joining him in his championship quest. However, LeBron went from hero to enemy in his home state of Ohio, where fans publicly burned No. 23 jerseys as if they were attempting some sort of exorcism. The notorious letter written by Cleveland Cavaliers majority owner Dan Gilbert only added ‘heat’ to the LeBron James jersey-fueled fire.

While showing flashes of both brilliance and insanity, Gilbert stated his personal guarantee ‘that the Cleveland Cavaliers will win an NBA championship before the self’titled former ‘king’ wins one.’ He additionally claimed that James ‘will be taking the ‘curse’ with him down south.’ Not to mention Gilbert, a partial owner of Fathead, cut the price of LeBron’s poster from $99.99 to $17.41. This new pricing was no accident; in fact, it was the year that Benedict Arnold, America’s poster-child traitor, was born.

What now?

LeBron’s official rebuttal to his critics has come in the form of none other than a lyrical masterpiece sculpted by the ‘world’s leading supplier of athletic shoes and apparel’ in an effort to protect their golden boy. Fitting, right? The 90-second image-revamp effort titled ‘LeBron Rise’ seems to perfectly weave together skillfully crafted rhetoric with vintage Nike flare. To nobody’s surprise, this commercial is once again all about LeBron. Except this time the beneficiary of the venture ‘ Nike ‘ is, ironically enough, noted for its exploitation of children, as opposed to the Boys & Girls Club, which is charitable toward kids.

In the video, James asks America the question that the Knicks, Bulls and Cavs, along with their giddy fan bases, would have loved to answer in July: ‘What should I do?’ The now rhetorical question is repeated throughout the commercial as the montage of LeBron acting in both past and fantasy scenarios collide.

Images that are displayed are LeBron on his ESPN ‘The Decision’ special, him leaving high school to the NBA and, lastly, the iconic image of LeBron that read ‘We Are All Witnesses’ being dismantled from its Cleveland location.

The fantasy element of the commercial depicts James as a villain of the ‘wild west,’ a star on ‘Miami Vice,’ a poet and a Hall of Fame inductee, among other roles. Nike manages to leave something out: LeBron, an NBA Champion.

In an interesting addition to this commercial, James manages to take stabs at Charles Barkley, who labeled him as a ‘punk,’ through a clever mocking of the NBA legend’s ‘I am Not a Role Model’ commercial. James also takes a stab at none other than Michael Jordan by his mockery of his shoe empire.

LeBron and Nike’s collaborative effort to revitalize the image of Cleveland’s once most beloved hero is well done, but a bit delusional. LeBron’s haters will continue to hate and fans will continue to worship. The NBA season has finally kicked off and time will tell if this ‘Chosen One’ can, as Nike says, ‘Just do it.’