LeBron James Shades Under Armour in the Worst Way

LeBron James, Under Armour

LeBron James Shades Under Armour in the Worst Way

The King reps Nike to the fullest, dismissing Stephen Curry's endorsed brand.

Published December 17, 2015

LeBron James signed a lifetime deal with Nike last week, believed to be the largest single athlete guarantee in the company's history and trumping the 10-year, $300 million contract the Swoosh gave Kevin Durant last year.

That being said, don't try the King with any talk of another sneaker brand. One reporter tried anyway and proceeded to be shaded by James to the highest degree.

"Under Armour recently released a..." a reporter began telling James on Tuesday night, following the Cleveland Cavaliers win over the Boston Celtics, as reported by Bleacher Report.

"Who?" James asked. "Who?"

"Under Armour," the reporter replied.

"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."

Can you blame 'Bron for not acknowledging any other sneaker brand?


While this is all about King James's loyalty to Nike, don't forget that Under Armour's top athlete is Stephen Curry, whose Golden State Warriors scored a six-game series win over James's Cleveland Cavaliers in the NBA Finals this past June.

While Under Armour has experienced success with Curry's signature shoe, it pales in comparison to sales of Jame's Nike sneakers.

But, of course, beating Curry on the court in a potential Finals rematch would probably mean more to James.

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(Photo: Maddie Meyer/Getty Images)

Written by Mark Lelinwalla


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