There's something different about LeBron James this year, and it's not the new blue and red uniforms he'll be wearing. It's actually not basketball related at all. It has everything to do with the brand of LeBron off the court.
I can't quite put my finger on it, but something feels... off. Almost intentionally so. For example, Front Office Sports reported Monday that James is making his commute from home in New York City to his new workplace in Philadelphia on a helicopter provided by Fanatics. That's weird, right?
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A year ago, the biggest concern with James' helicopter commute might've been tied to thoughts of Kobe Bryant's tragic death. Today, however, with the antennas of NBA fans still tuned to the thought of salary cap circumvention, fresh
off the league's investigation into the Los Angeles Clippers for brokering deals for Kawhi Leonard, it's only natural we start connecting other dots...
The CEO of Fanatics is Michael Rubin, who was part of the 76ers' ownership group as recently as 2022 when Fanatics launched its sports betting business and he had to sell his minority stake. He's presumably still friends with majority owner Josh Harris, who signed James, the NBA's all-time leading scorer, to a vet-minimum deal. And James is showing up for that job with Harris on a helicopter funded by Rubin, as part of an even larger deal with Rubin?
Yeah, that might set off some alarms.
That isn't to imply anything nefarious is happening. James' multiyear partnership with Fanatics began in 2024, two years before the thought of him leaving the Lakers was even fathomable. Access to corporate aviation was a part of that deal, a spokesperson for James told FOS, saying its not a unique feature for Fanatics' top athletes. Plus, James simply riding around in a Fanatics-branded helicopter is doing more for the company than Leonard was reported to ever have done for the companies he was tied to. Which was part of the problem. So, this isn't exactly the same.
But it's not illogical for people to ask questions, and James had to know that before going down this path. That seems to be the biggest change in his brand. The nonchalant approach in his capitalism at this stage of his career. From almost the beginning, James always seemed to have a good business mind -- or at least good business people around him. But part of that was a carefully curated image kept as far from scandal as possible.
In his continued wealth building, James at the very least, seems to care less about image in the latter stages of his career. I'm not sure when it started, though his carefree Pat McAfee interview last spring might've been the first public indication of a new James. But it's been a wave of things since, from the tasteless Lorraine Motel MLK Day shoes he dropped in January to his worrying brand deal with Polymarket announced last month. Now, it's the Fanatics deal.
I can't say James is breaking any rules, but it's clear he doesn't care if people think he is. That might be the biggest change in James' brand.
Quick hits: Mason Miller tipping pitches ... Brian Robinson explodes ... and more
- FTW's NFL Week 5 power rankings feature a new team at No. 1 after the Bills' loss to New England.
- CBS reporter Aditi Kinkhabwala revealed what Trey McBride said to set off the official who swore at him (hint: it wasn't much).
- It turns out Mason Miller might've been tipping his pitches in the Padres' Game 2 loss to the Brewers, Andrew Joseph explains.
- Brian Robinson Jr. exploded for three touchdowns in the Falcons' win over the Saints last night, and one bettor actually had money on his unreal odds to do it.
- Mike McCarthy gave an ominous quote about the Steelers potentially cleaning house if things don't get better.
- Check out FTW's Week 5 fantasy football waiver wire report for advice on whether it's time to scoop up Tyreek Hill.
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This article originally appeared on For The Win: Nah, LeBron James' Fanatics-branded helicopter isn't weird at all
