His campaign: "Witness."
His nickname: King James.
Resume: two time MVP, Rookie of the Year, one time scoring champ, six time All-Star (two All-Star MVP trophies), All-NBA everything, led his team to the Finals once, ZERO championships.
LeBron James is arguably the most athletic player to ever step foot on the NBA hardwood and he is a stat box filler in every sense.
His talent level shoots straight through the roof and he has an understanding of the game to match.
He plays hard, aggressive, and ignites the crowd more than any other player in the league.
But the greatest kings are humble (especially kings who haven't won anything), and if the first two lines of this article weren't clear, that is a quality that LBJ doesn't seem to have.
He said his announcement of where he was going to play next season would come Monday.
Apparently LeBron got his dates mixed up because the King of this year's class of free agents pushed that back.
Now he's decided to inform the world of his decision by way of an hour-long ESPN special because his choice is of such magnitude that it warrants an hour-long discussion on the matter.
Sorry, couldn't hide the sarcasm.
It's understandable for his decision to be televised because, after all, he is LeBron and he's a great enough player that wherever he goes completely changes the mold of the league.
But an hour cleared for a statement that can be given in five minutes seems to be going a little overboard.
His decision special reflects what LBJ is all about: making money and basking in the spotlight as much as he can whenever he can.
I'm not a Kobe fan, but I don't recall his three-year extension with the Lakers locking up an hour of ESPN's rundown.
Today Kevin Durant agrees to a five-year extension and SportsCenter drops a line about it.
Durant and Kobe are two of the best players in the league and the Mamba has five rings to back up his marketability and national appeal, but both of them kept their decisions low key.
Sure Flash and Chris Bosh announced their decisions together, but that was a two-for-one and it was one of the most important agreements (not official until they can sign on Thursday) thus-far.
My question to LeBron is why?
James already has the money, his face is almost omnipresent (it can be found in every medium that exists) and his decision is going to be talked about regardless of how it's delivered.
The hour-long LeBronfomercial reflects the me-attitude that characterizes the King.
But we all know me doesn't bring rings, which is what this free agent bonanza is really all about.