Social media users blasted Nike for “mocking Jesus” after the company posted a tribute to LeBron James containing religious language.
On Tuesday, Nike made a tribute video to their biggest active pitchman, LeBron James, after he passed Kareem Abdul-Jabbar as the NBA’s all-time leading scorer. However, the black-and-white video contained music and language of a decidedly religious nature and angered many of those who viewed it online.
“Do we have anyone in the building today willing to testify? Talk to me now; he’s done so much already,” the voice in the video says. We’ve witnessed him do so much already. We’ve heard about the things this man can do already. And we just can’t help but celebrate him. Haters, go ahead and recognize, that when you speak on his name, you’re gonna go higher, higher, higher. So excuse me while I cut a step, ‘cause I can’t help but to honor him. I can’t help but to lift him up. I got one last question for ya. Can I get a witness? Can I get a witness? I said can I get a witness?”
LEBRON JAMES: Witness Greatness pic.twitter.com/6VkF2ipvpR
— Sole Retriever (@SoleRetriever) February 8, 2023
The “Witness” language is not new. During the early stages of James’ career, Nike launched a promotional campaign dubbed WITNESS. However, that campaign had more to do with signage and fewer obvious religious connotations than a preacher screaming into a microphone.
The heavy doses of religion and allusions to Jesus in a tribute video to a basketball player did not go unnoticed by fans on Instagram.
I’m probably in the minority for this one, but this is corny. We could’ve done without the continued exploitation of Black church.
— Alex Tyree (@alexltyree) February 8, 2023
Anybody else think this is sacrilegious? Come on Nike, be better
— Trent Carter (@TrentCarter25) February 8, 2023
Nike this needs to be removed. Not 2 months ago did you cut ties with #Kyrie for you to put together something that many people consider religious sacrilege. Keep the same enery with yourself. Find a better way to celebrate #KingJames for he is not Him.
— kyototrans (@kyototrans) February 8, 2023
I do enjoy the gospel sound over his career, but Jesus is the ultimate king and as a day 1 LeBron fan, this is uhhh crossing the line imo
— Benji (@benjamintraji) February 9, 2023
It appears the audio in the ad was not of an actual preacher. Actor Alonzo Chadwick tweeted that he was the voice of the “preacher.”
This was the hardest secret to keep!!! But yep it was Me preaching and the @derrickmcduffey & Kingdom Sound crew singing!!! And Portland Musicians! #Favor #Grateful #DMKS #ZoulfulMuzic #AlonzoChadwick https://t.co/cnEEiUK1m7
— Alonzo Chadwick (@alonzo_chadwick) February 8, 2023
When asked by a Twitter user whether the lyrics for the sermon were taken from an actual sermon, Chadwick said no.
No, it was recorded for the commercial.
— Alonzo Chadwick (@alonzo_chadwick) February 8, 2023
Still, the ad’s intent was obvious to most who saw it. James and Nike have been linked since 2003, when he left high school to join the NBA.