The intersection of culture, history, and commerce has long been a sensitive space, and a recent Nike release tied to LeBron James has pushed that tension back into the spotlight.
What was meant to acknowledge a meaningful moment instead triggered criticism over how tragedy is remembered, and sold.
The backlash does not stem from anything James said publicly, but from a design choice connected to one of his signature shoes.
The release referenced both Martin Luther King Jr. Day and a standout performance James delivered on that date years ago. For many observers, the intent was overshadowed by the execution.
Mariah Rose, daughter of former NBA player Jalen Rose, was among those who spoke out most forcefully. In a video shared on her Hoops for Hotties Instagram account, she addressed the broader issue of monetizing moments rooted in pain and loss.
“Stop turning tragedy into products, especially if you’re not going to use the products to fund causes that matter,” Mariah wrote.
While she directed her criticism primarily toward Nike, Rose also acknowledged that the situation appeared to be more about poor judgment than malicious intent.
Even so, she made clear that the practice itself remains deeply uncomfortable.
“Nike and LeBron made a huge mistake with this shoe,” Mariah said. “I don’t think that it says anything about how Nike feels about Black history. I seriously think that it was a mistake and a mishap in design.
“However, I always feel icky about companies taking huge moments like the assassination of Martin Luther King Jr., a civil rights leader in our culture, and making it a product to be sold and using it as a capitalistic bargaining chip to make more money.”
Why the symbolism sparked outrage
The controversy grew once the inspiration behind the shoe became widely known.
The LeBron XXIII “Honor the King” colorway was reportedly influenced by the Lorraine Motel in Memphis, the site of King’s assassination in 1968. That connection proved jarring for many critics.
ESPN’s Clinton Yates condemned the decision outright, questioning the lack of internal resistance within the company.
“The fact that this is real indicates, yet again, that not enough black folks are in enough rooms at Nike. Or that they don’t feel empowered enough to speak up. What a disgrace,” Yates tweeted.
Others, including ESPN writer David Dennis Jr., suggested that locations tied to King‘s life and wor, would have been far more appropriate.
Instead, the release has become a cautionary example of how easily intention can collapse when history is filtered through branding.
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