The media framed LeBron James’s identity in purely commercial terms

Evidence

Much like other millennials, James focused on professional success from a young age. By sixteen, he was already six feet seven and anointed King James. Before he graduated high school, James graced the cover of Sports Illustrated and mingled with his heroes Michael Jordan and Jay-Z. The media framed his identity almost entirely in commercial terms: Would he skip college to go pro? How much would his salary be? Which sneaker brand would secure his endorsement? — W. David Marx, Blank Space, 329