The recent Nike ad featuring Lebron James of the Cleveland Cavaliers asking "what should I do?" solidifies a new age of marketing for sports figures. The ad addresses the fact (however indirectly) that Cleveland fans felt betrayed that Mr James chose to leave his hometown of Cleveland for the opportunity awaiting him in Miami Beach. This decision has been criticized by fans and players alike and Lebron wanted to respond. This is not the first time Nike has used a commercial to allow a sports figure to 'apologize.' You may remember the creepy Tiger Woods commercial from earlier this year where we just watch Tiger's somber face while his deceased father's voice scolds him in the voice-over. Why does Nike think this will work? But more importantly, why do the athletes agree to it? Why not just come out and apologize? "I am sorry for my infidelity," "I am sorry for leaving Cleveland, I felt it was the best thing for me and my family." What's so wrong with being honest?

Ego...that's what. We put these athletes on a pedestal so they want to immortalize themselves, what better way than through a creepy commercial? Tiger's commercial did nothing for his image, neither will Lebron's. If you want forgiveness from your fans, employees, family, whomever, then just ask for it. No gimmick or video or TV commercial will make up for a good old-fashioned apology and an ask for forgiveness. I wonder if our connected world is causing us to be more impersonal? It sure is causing us to look for different ways to interact by avoiding personal connections.

A few days ago I wrote that we could learn a lesson in humility from Lebron James and the way that he has handled his free agency situation…my apologies, I take it all back. After last night’s self-agrandizing display, I may be off the Lebron train. He staged a one-hour, primetime special on ESPN to announce his decision to play in Miami…an announcement that took all of 5 seconds. So why the big show? Because marketing, branding, promotion…that seems to be the new normal for some NBA superstars. I am not upset he went to Miami, he deserves to do what is best for him. I am glad that he donated the proceeds from the show to the Boys and Girls Club, but why such a spectacle?

For the past seven years, I have been a big Lebron fan, both as a player and as a person. I think he has handled the situation of being the NBA’s best player admirably, which is why I was so surprised at the way he announced the signing.

Two other great players made announcements yesterday, but made them in a low-key way, not requiring a film crew and the attention of the entire basketball nation. I can’t even say “kids these days” because this is a 25-year old man. Anyways, Lebron, I wish you the best of luck and hopefully now you can put basketball ahead of self-promotion.

I don’t usually purport that we can learn good life lessons from most athletes, but I think we can learn something from Lebron James, the NBA’s best player and a free agent. With Lance Armstrong accused of doping, Tiger Woods an admitted adulterer and many other superstars convicted of gunplay, there are few elite athletes who have (or at least appear to have) no baggage or bad habits. Lebron seems to be one of those athletes. His handling of his current free agent situation has been admirable. While many of his peers are discussing how much money they are going to make, what celebrities they have met with and which billionaire is taking them to dinner, Lebron has gone about his business, meeting with a few different teams and quietly making his decision. One would not think a lesson in humility would come from the NBA’s best player and one who has the opportunity to turn the league upside down depending on with which team he signs. You get the feeling that this is a smart man who understands the magnitude of this decision on him as well as others and also realizes that only he can make this decision. Lessons in humility come from strange places and it is nice to see them coming from a 25-year-old athlete about to make $120m. Some of our politicians and business leaders could take a page out of Lebron’s playbook on how to handle success.