what's this self-important chump up to?

I hate LeBron James. His character acting in commercials. The fact that he has "Chosen 1" tattooed on his back, etc...

"The viral marketing for an upcoming campaign involving LeBron James has begun. In this short video, LeBron James speaks of following his first passion which leaves the door wide-open as the rumors begin to swirl. Among the front-running speculation is that either James will debut a rap single or feature some how in his other sport of choice, football. Stay tuned for more details and mark January 18th on the calendar." - From Hypebeast