In a move that blends his past, present, and future, LeBron James has just unveiled his latest major project. The NBA superstar teamed up with Nike Basketball for a surprise announcement on Wednesday, launching a new initiative that directly taps into the most iconic part of his personal brand.

The announcement came via a stylish teaser video posted on Nike Basketball’s official Instagram page. The campaign is called “The Chosen Ones.” The video opens with a powerful voiceover from LeBron himself, setting a serious and inspirational tone for the project.

“They say it’s good to be the king, but remember, heavy is the crown,” James says in the video. “So know that being the chosen one is more than a nickname, it’s a responsibility, a daily obligation, a weight unbearable to most should

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