Like many prominent athletes of this era (Kobe Byrant, Tiger Woods, Roger Federer) LeBron James has his own “brand” image as the King of Basketball. However, his highly publicized campaign during the NBA free agency has strongly damaged his reputation as a likable athlete that an average individual would like to associate his/herself with because of his arrogant and self-centered announcement via ESPN name the Decision. Why would anyone sane do something so egocentric as to announce on national television that they are leaving behind all home town fans and “his” city in such a classless fashion? May be “the King” will need better branding and follow the more humble approaches of those humble stars like Kevin Durant or Steve Nash.