LeBron James Launches Nike “Forever King” Campaign Ahead of Historic 23rd Season

In just 50 days, the Los Angeles Lakers will tip off, and LeBron James will step onto the court for his 23rd NBA season—making him the league’s longest-tenured player at 40 years old. But before chasing another title in purple and gold, LeBron has made headlines off the court with a powerful new Nike campaign.

“Forever King” and the LeBron 23s

Nike unveiled the first look at the LeBron 23s, headlined by the “40K+” colorway celebrating James’ historic 40,000 career points. The design features a multicolored upper with black and metallic gold accents, symbolizing both his dominance and longevity. The shoes will debut later this year, tied to his Forever King Tour in China.

The campaign’s message was striking: “He carried the weight of every expectation… He is the forever king.”

From Akron to Global Icon

Signed by Nike in 2003 before his first NBA game, James has since shattered every expectation: four championships, four MVPs, and the all-time scoring crown.

As LeBron begins what could be his final Lakers season, Nike reminds fans: the King’s story isn’t finished yet.