LeBron James stars in Amazon’s new campaign, “What’s Next?”
The American brand builds the narrative around a question that feels inevitable at this point in his career: What comes after retirement?
In the commercial, LeBron imagines himself in various roles far from professional sports—barber, chef, even singer. According to “King James,” the campaign is about that spirit of never settling, always moving forward to discover what’s next.
It’s worth noting that LeBron James was announced as Amazon’s global ambassador in April 2025.
