NBA star LeBron James recently authored an essay for People’s Daily, the official newspaper of the Chinese Communist Party (CCP), after visiting China to promote his Nike brand, the Washington Free Beacon reports. In his piece, James emphasized his gratitude for the “hospitality and friendliness” he has experienced during his numerous trips to China and highlighted basketball as a way to unite East and West. He also committed to supporting Chinese basketball’s growth and fostering further exchange through sports.
James is believed to be the first NBA player to contribute to People’s Daily, a publication often used by the Chinese government in its outreach and propaganda campaigns, including efforts to counter claims of Uyghur genocide in Xinjiang. The newspaper has published dismissals of these accusations, supported anti-Western narratives, and distributed official responses to global criticisms, including denying U.S. government claims and spreading disinformation about subjects like COVID-19’s origins and vaccine safety.
James’s essay comes at a time when NBA athletes are trying to regain market access in China following years of tension between the league and the Chinese government. The relationship strained notably after 2019 when Houston Rockets executive Daryl Morey tweeted in support of Hong Kong’s pro-democracy movement. James publicly criticized Morey’s comments at the time, saying they were “misinformed” and could have caused widespread harm, both financially and emotionally.
“So many people could have been harmed, not only financially but physically, emotionally, spiritually,” James said, referring to Morey’s remarks.
People’s Daily amplified James’s defense of China and published articles chastising Morey for his support of Hong Kong protesters. During his most recent promotional tour, “Forever King,” sponsored by Nike in celebration of his 20 years with the brand, James continued to engage with Chinese audiences amid fierce competition among sneaker brands for China’s large consumer market—an effort echoed by other NBA stars like Stephen Curry. According to the Free Beacon, “James inked a $1 billion lifetime endorsement contract with the shoe and apparel maker in 2015.”
This is not James’s first foray into political messaging. He previously endorsed Kamala Harris during her presidential campaign, producing a video criticized for its editing methods that “placed Donald Trump soundbites over racially charged images to portray the Republican as racist.” The Harris campaign reportedly paid James’s production company $50,000 for the video, according to the Free Beacon.
Neither LeBron James nor People’s Daily have responded to requests for comment regarding the essay or related controversies.
