LeBron James Refuses to Recognize Under Armour, Calls Them 'The Other Guys'

Nike has made good and sure that LeBron James is their man for life.

The company proved this pretty thoroughly when it offered the Cleveland Cavaliers forward an endorsement deal worth more than $500 million earlier this month—a landmark contract that will have James locked up as a brand spokesman for the rest of his natural life.

So it's not exactly surprising to see the Cleveland Cavaliers forward balk at the very mention of Under Armour, one of Nike's chief competitors in the sports apparel industry, as he did after the Cavaliers' 89-77 win over the Boston Celtics on Tuesday.

It started when a reporter started to bring up a recent Under Armour commercial, and James shut the question down by employing the "New phone who dis?" style of brand shading.

"Under Armour recently released a..." the reporter began.

"Who?" James asked. "Who?"

"Under Armour," the reporter responded.

"Who's that?" James asked. "I don't know what you're talking about. Who? The other guys? Yeah. I don't know what Under Armour is ... I only know Nike. That's it. Lifetime."

Listen, my dude. They are paying James way too much money for anyone to bring up other shoe brands in his presence. I'm surprised James even uttered the words out loud.

After the deal he signed, "Under Armour" is something James is only allowed to whisper at night while repeating the names of those he plans to destroy one day.

So just know: Don't bring up another shoe brand around LeBron James. He will not know what it is. He will not have them in his phone.

Dan is on Twitter. He'd let Nike walk him on leash for $500 million (or way less than that).