NBA superstar LeBron James has once again found himself at the center of a global conversation, but this time it’s not for a buzzer-beater or a championship ring. Instead, James has made headlines for penning an unprecedented op-ed in the Chinese Communist Party’s flagship newspaper, People’s Daily, published on September 8, 2025. The essay, titled "Basketball Is a Bridge That Connects Us All," marks a significant moment in the ongoing intersection of sports, politics, and international relations.
James, a forward for the Los Angeles Lakers and the NBA’s all-time leading scorer, is no stranger to the Chinese basketball scene. Over his storied, two-decade-plus career, he’s visited China 15 times. His most recent trip, the "Forever King Tour," ran from September 1 to September 7, 2025, and celebrated his 20th anniversary with Nike—a partnership that’s reportedly worth a staggering $1 billion over his lifetime. The tour, sponsored by Nike, underscores the fierce "sneaker wars" currently heating up in China, a market coveted by global sports brands and athletes alike.
In his op-ed, James wrote, "I am deeply moved by the passion and friendliness of my Chinese friends, and I can only express my gratitude by giving my best in every game." He went on to emphasize basketball’s power to connect people across cultures, stating, "The atmosphere of basketball in China has always been surprising. There are many famous basketball players and many outstanding young players have emerged." James also recounted joining a training session with the Chinese national youth team in Chengdu, Sichuan, sharing his experience and advice: "Take every training session seriously. The harder you practice, the more relaxed you will be in the game."
James didn’t stop at platitudes. He pledged to "contribute to the development of Chinese basketball" and described a "deep sense of responsibility to promote sports exchange." For James, basketball isn’t just a game—it’s a bridge, a way to foster understanding and friendship between East and West. "Many young people ask me how to play basketball well. I think there are three key factors—determination, dedication and passion. If you love basketball, be determined and put your heart and soul into it. You will definitely be rewarded," he wrote, echoing the advice he’s given to aspiring athletes worldwide.
This high-profile essay is more than just an athlete’s reflection—it’s a public relations triumph for the Chinese Communist Party. People’s Daily, the largest newspaper in China, has long served as a mouthpiece for the CCP, often publishing content aimed at shaping global perceptions. The paper has previously played a central role in controversial propaganda campaigns, including denying the Uyghur genocide in Xinjiang and spreading misinformation about COVID-19’s origins and vaccine safety. In 2023, it published an op-ed from Russian president Vladimir Putin, lauding the "special" relationship between Russia and China and blaming the West for the war in Ukraine.
James’s essay arrives at a tense moment in NBA-China relations. Just six years ago, in 2019, the NBA found itself in hot water with Beijing after then-Houston Rockets executive Daryl Morey tweeted support for pro-democracy protesters in Hong Kong. The fallout was swift and severe: Beijing blacklisted the NBA, games were pulled from airwaves, and the league’s lucrative Chinese business was thrown into jeopardy. James, who has championed numerous social justice causes in the United States, drew criticism for siding with China’s government against Morey. At the time, James stated that Morey "wasn’t educated" about the Hong Kong situation and warned, "So many people could have been harmed, not only financially but physically, emotionally, spiritually." People’s Daily quickly amplified James’s remarks, publishing pieces that slammed Morey’s "inappropriate" support for the protesters.
James’s continued engagement with China has not gone unnoticed by critics. Michael Sobolik, a senior fellow at the Hudson Institute, took to social media to comment, ".@KingJames published an oped in...checks notes The People's Daily. Same guy who scolded Daryl Morey in 2019 for speaking out against the CCP's crackdown in Hong Kong—because it threatened the NBA's monetary interests in China. And of course LeBron hasn't said a word about the Uyghurs, Tibetans, or other persecuted groups in China. Gross." Such criticism highlights the delicate balancing act that global athletes like James must perform as they navigate international markets and political sensitivities.
The timing of James’s op-ed is also noteworthy. The NBA regular season is set to tip off on October 21, 2025, and James, now preparing for his 23rd season, remains one of the league’s most marketable stars. The essay also coincided with a wave of NBA promotional activity in China. Just last month, Golden State Warriors star Stephen Curry embarked on his own tour to promote Under Armour sneakers, drawing massive crowds and even an aerial show featuring 5,000 drones. "The love has been real the whole way," Curry said. "I can’t even explain it." The competition between Nike and Under Armour for Chinese sneaker supremacy is fierce, and James’s visibility in the region only adds fuel to the fire.
James’s relationship with China isn’t confined to the basketball court or the sneaker market. He has occasionally waded into political waters, most notably when he endorsed Kamala Harris for president just days before the 2024 election. According to reports, the Harris campaign paid James’s production company $50,000 to produce a video that criticized former president Donald Trump. This move, like his op-ed in People’s Daily, sparked debate about the role of athletes in political discourse—both at home and abroad.
Despite the criticism, James’s message in his People’s Daily essay was clear: basketball can be a force for unity and understanding. He concluded by encouraging young Chinese players to pursue their dreams with determination and passion, and he reiterated his commitment to fostering sports exchange between nations. "Ahead of this special season, I am once again in China to start my next chapter with the fans here," he wrote.
As the NBA gears up for a new season, all eyes remain on LeBron James—not just for his performance on the court, but for the broader impact he continues to have on the world stage. Whether his efforts will help mend the NBA’s relationship with China or spark further controversy remains to be seen, but one thing is certain: the conversation is far from over.
