LeBron James isn’t just a generational basketball icon—he’s a marketing mastermind. From dominating on the court to building an empire off of it, he’s turned influence into income with surgical precision. One of his crown jewels? The Shop—his signature barbershop-style show where candid conversations unfold as clippers buzz in the background. Past guests have included everyone from Jamie Foxx to Anthony Davis. But the newest episode? It comes with a twist that could send ripples across the league. This time, The Shop welcomes a generational talent of its own—Victor Wembanyama.

Of course, The Shop already features Maverick Carter—LeBron’s longtime business partner—since it’s produced by Uninterrupted. And while Wemby made waves in a previous episode, this new lineup is built to break the internet. Tom Brady, Kai Cenat, and Paul Rivera are all set to join the conversation. Call it a masterclass in using your network for content gold. The show’s laid-back, no-filter vibe always draws views, but this time, the anticipation is next-level. Why? Because it’s not just about the guests. The Shop is teaming up with Fanatics Fest this June at NYC’s Javits Center—making this more than just an episode. It’s an event.

“The Shop is coming to the big stage at Fanatics Fest this June. You don’t want to miss this these conversations 👀 Tickets in bio,” said the Instagram post that advertised the ocassion.

The whole point of the show is to mirror the kind of real conversations people have in barbershops. It typically goes on for about 30–45 minutes, featuring a rotating cast of guests from sports, music, film, politics, and business. But what sits with LeBron James personally is its connection with cultural roots in the Black community, because people regard the barbershop as a place for unfiltered dialogue.

It’s good to see the King’s off-season plans taking centerstage. And when you’ve had a season as frustrating as the current one, it’s essential to kick back and live life a little. But the season’s conclusion has brought about a few discrepencies. Mainly to do with his future at the Lakers. Shams Charania already spoke on his likeliness to stay. But what will it cost the LakeShow? He won’t be cheap—despite his advanced age.

Brian Windhorst on LeBron James: “I do not think it’s in the cards that he’s taking less money”

James is reportedly likely to opt in his $52.6 million contract extension. “I’m told he’s likely to opt-in. He’s got a player option about $54 million… That’s likely. That’s the plan,” said Shams on The Pat McAfee Show. But the Lakers are below the salary apron for the 2024-25 NBA season. That doesn’t give them too much wiggle room to make big money signings. They don’t really need too much after Luka Doncic‘s blockbuster trade. But the current season’s endings do indicate a massive overhaul incoming in LA.

The Lakers’ first-round exit at the hands of the Timberwolves in 2025 laid bare critical flaws—most notably in rim protection and overall roster depth—underscoring the need for reinforcements, particularly a dominant interior presence or a lockdown defender.

At 40 years old, LeBron James defied time in the 2024-25 season, averaging 24.4 points, 7.8 rebounds, and 8.2 assists on 51.3% shooting from the field—good enough to earn All-NBA Second Team honors. Despite sustaining a Grade 2 MCL sprain, he appeared in 70 games, a testament to his enduring excellence. With his eldest son, Bronny James, drafted 55th overall in 2024, and his younger son, Bryce, potentially entering the league in 2026, LeBron’s future in L.A. may hinge on the rare chance to share the court with both.

But before any legacy-driven dreams materialize, the Lakers’ front office faces a pressing decision—LeBron’s contract. The first order of business this offseason will be addressing his player option. Ideally, L.A. would want him to opt out and re-sign on a discounted deal to create cap flexibility. However, according to ESPN’s Brian Windhorst, that scenario seems unlikely. The risk of friction in negotiations—or even LeBron testing free agency—could complicate matters.

“Now he was a second team all NBA player this year. They’ve never really negotiated with him. They give him what he wanted. But if he thinks that the Lakers may want to try to offer him less or not give him the no trade clause, he could in theory just opt into his contract… But I do not think it’s in the cards that he’s taking less money… They may disagree with that and they may come to him with a plan where they show him that if you take $12 million less, we can sign this guy and maybe he’ll change his mind. But as far as I know from my conversations, the intention is for him to continue to make all of the max, which he is earned,” said Windy on Pardon My Take.

Has LeBron James earned every penny? Absolutely. But if he does want the Lakers to be a competitive outfit, it might be in his best interests to take that pay-cut. All of this is for later though—he has The Shop to handle right now.