LeBron James and Adam Silver on What the NBA's New Partnership Deal Really Means

Mark Anthony Green
Updated
The King and the boss on how the league's new deal with Beats marks a better way of doing business.

Let's head back to game one of the 2018 NBA Finals for a second. (Sorry Cavs fans.) Before the Warriors narrowly clinched the win in overtime—before LeBron finished with 51 points and JR Smith JR Smith-ed it—LeBron strolled into Oracle Arena wearing a shrunken charcoal short suit made by Thom Browne. Matching grey quarter-length socks clung to the king's melon-sized calfs for dear life. Sunglasses and a stoic facial expression protected him from camera flashes. A pair of headphones drowned out the noise.

The headphones were Beats By Dre, who became the official headphones of the NBA about a month ago. "My relationship with Beats goes back to the start," LeBron told me. "I’ve been close to Jimmy Iovine for years and obviously have deep admiration for Dr. Dre. When Jimmy told me about Beats and let me try the first version, I was in." Like other trends, LeBron was the first NBA player to wear Beats By Dre headphones on game day. And now, even before they were officially in business with the NBA, they seem to be as synonymous with top-tier players as tattoos and secret hip-hop ambitions. (Hey Kobe!)

Sure, this move with Beats is about commerce. But it hints at a bigger idea that's separating the NBA from other leagues. "To me the perfect partner is an organization that fans and players think we're already in business with," Commissioner Adam Silver told me. "This is one where we were lead by our players."

Since Silver became the commissioner in early 2014, he has continuously looked to players—and fans—to shape the culture of the NBA. It's why so many players respect him, and why the game has never been more fun. "The commissioner understands the moment we’re in," LeBron said. "I have always said Adam Silver is the greatest commissioner in sports."

More and more, Silver's creating a league that not only accepts players individuality, tastes, and political views, but promotes them. Steph, LeBron, and others have been super-vocal politically. Russ Westbrook has made NBA history by accruing more triple doubles and by wearing more crop tops than anyone else would've imagined. Players like Joel Embiid are allowed to showcase their personalities (rather than get fined into submission), and thus really connect with fans.

"It's important that our players are allowed to be their authentic selves," Silver said. "That we demonstrate that our players are truly multi-dimensional, that they enjoy certain types of music, that they enjoy dressing up a certain way, and that they have political points of view—some, not all. But if they do have a political point of view, that the NBA is a protected place to express that point of view."

Individuality is good business. Last season, the NBA's ratings hit a four-year high. Other leagues, take note. We, the people, want fewer fines and censoring, and more crop tops.