It’s not every day that you see one of the greatest athletes in history step into his 23rd NBA season while simultaneously making moves that stretch far beyond the hardwood. Yet that’s exactly what LeBron James is doing. This September, the four-time champion and global icon will once again be taking his game overseas, not to chase another ring, but to continue building his legacy in a place that has become almost a second home to him: China.

And this isn’t just another quick publicity trip. The “Forever King Tour,” a massive Nike-backed celebration of LeBron’s 20-year journey across Asia, is set to mark his 15th visit to China. The stops in Shanghai and Chengdu aren’t just about handshakes, shoe releases, or photo ops; they represent a decade-spanning relationship between LeBron, Nike, and a basketball culture in China that is as passionate, if not more so, than anywhere in the world. The stakes, both cultural and financial, are enormous.

But what makes this tour stand out isn’t just the anniversary milestone or the billion-dollar Nike partnership fueling it; it’s the message LeBron James is choosing to carry with him into China. This isn’t about hype or headlines. It’s about purpose, process, and passing something forward to the next generation.

“There’s an unbelievable love and appreciation for basketball in Asia that’s always incredible to experience,” LeBron said ahead of the trip. “To have the opportunity to share the game with fans and connect with athletes all over the world means a lot to me.”

That theme, love of the game and dedication to the process, is the throughline of his 2025 Forever King Tour. While in China, LeBron will directly mentor a select group of young hoopers chosen through Nike’s RISE program. This initiative has already transformed countless athletes over the past decade, giving grassroots players the resources and exposure they need to elevate their game.

Once the training wraps, LeBron himself will unveil the final RISING 10 rosters for both boys and girls, teams that earned their spots after three months of grueling tryouts and development. And the test won’t stop there. In Chengdu, the boys will battle a Nike Elite Youth Basketball League Scholastic team, while the girls will face off against an EYBL Girls squad, turning the spotlight on China’s rising talent and showcasing their progress on an international stage.

For LeBron James, this is what legacy looks like. His words reflect not just a champion’s perspective, but a mentor’s responsibility:

“My message has always been the same to the next generation of athletes who are inspired to play the game: If there’s something that you love to do, go out and do it. Fall in love with the process and not the results. That’s the number one key to me, and I always try to instill that in anyone who’s inspired by what I do or needs words of encouragement about how to reach their goals.”

Two Decades of LeBron’s Building in China

It’s a philosophy he has lived for over two decades, and one that has resonated deeply in China since his very first trip in 2005. That inaugural Nike tour laid the foundation for everything that followed, spanning cities like Beijing, Guangzhou, Shenzhen, Wuhan, Xi’an, and Chengdu.

Some of the moments along the way have been unforgettable. In 2011, LeBron ran a coaching clinic in China, teaching skills and game strategy to young athletes. By 2014–15, he was heavily involved with Nike’s original RISE program, sparking grassroots basketball development across the country. In 2016, he even put China’s U23 National Team through his off-season workout, balance drills, dumbbell push-up rows, game strategy breakdowns, the kind of behind-the-scenes training most fans only dream of seeing.

Of course, not all of his China ventures have been smooth. The 2019 NBA-China controversy, sparked by then-Rockets GM Daryl Morey’s tweet supporting Hong Kong protesters, cast a long shadow over that year’s Lakers preseason trip. Nike pulled merchandise, sponsorships were canceled, and LeBron’s comments that Morey was “misinformed” drew backlash in both Hong Kong and the U.S., where critics accused him of prioritizing financial interests over free speech. Jerseys were burned in protest.

LeBron later clarified that his concern was the timing of the tweet while players were still in China, but the episode underscored the delicate balance of being both a global activist and a global businessman.

That balance matters because the financial stakes are staggering. LeBron James’ relationship with Nike is one of the most valuable in sports history. From his initial seven-year, $90 million deal in 2003 to his lifetime contract signed in 2015, reportedly worth over $1 billion, Nike has bet big on LeBron as a global ambassador.

He earns an estimated $32 million annually from the brand, and China remains one of the key markets driving those numbers. At one point, his signature line was Nike’s top seller among active NBA players, generating $340 million in sales in a single year. Even in seasons when Under Armour’s Stephen Curry briefly challenged him in China’s sneaker wars, LeBron’s longevity and consistency kept him at the heart of Nike’s dominance.

That’s why this tour is more than just a nostalgic 20th anniversary celebration. It’s a business move, a cultural mission, and a reminder of LeBron’s unique place in basketball history. While Curry is currently running his own Curry Brand tour in China, hosting “Curry Camp” and “Curry Con” in Chongqing, the contrast is striking. Curry represents a different brand, a different energy, and a different fan demographic. But LeBron’s connection to China, cemented over two decades of visits, remains unmatched.

And that’s the heart of this story. At 40 years old, with a résumé that could have already been enough, LeBron James is still pouring time and energy into the global game. He’s still making 10-figure commitments to Nike. He’s still choosing to mentor the next generation rather than simply resting on his titles. His China tour isn’t just a business trip; it’s a continuation of a promise he made back in 2005: to grow the game, to connect cultures, and to inspire anyone willing to fall in love with the process.

The Forever King Tour is more than a headline. It’s proof that LeBron’s vision for basketball stretches far beyond the NBA. And with every message he delivers in Shanghai or Chengdu, he’s writing another chapter in a legacy that isn’t close to finished.

So, what do you think? Does LeBron James’ commitment to China strengthen his global legacy, or do the financial and political complexities make it harder to define? Drop your thoughts in the comments.