National Basketball Association

LeBron's new Nike ad causing a stir

Published Oct. 25, 2010 1:00 a.m. ET

foxsports

Tiger Woods tried to remake his image via television commercial. LeBron James appears to be hoping for the same thing.

A new 90-second commercial features James — who controversially left the Cleveland Cavaliers to join the Miami Heat this offseason — asking repeatedly, "What should I do?"

The question seems to be a direct response to the heavy criticism he received from fans and media after publically announcing his intention to leave Cleveland in a televised ESPN interview in July. James joined forces with superstars Dwyane Wade and Chris Bosh in Miami in an all-out attempt to win a championship, something he thought the Cavaliers were still a long way from accomplishing.

The ad featured plenty of pointed imagery, including: Cleveland's giant "WE ARE ALL WITNESSES" banner falling to the ground, James speaking to an empty room at a mock Hall of Fame induction, the "CHOSEN 1" tattoo being removed from his back and James at the wheel of a bulldozer tearing through a basketball arena.

At one point, the camera focuses close on James' face as he declares, "I am not a role model."

James spent his first seven NBA seasons with Cleveland. He was born in nearby Akron and was viewed as a natural savior for the fledgling franchise when it drafted the highly-touted James No. 1 overall in 2003.

But James grew frustrated with the Cavaliers' playoff shortcomings and opted to leave the team as a free agent this offseason, causing his public image to take a huge hit as many fans viewed the move to Miami in a negative light.