LeBron James has made up his mind. He’s headed back home to Ohio to play for the Cleveland Cavaliers, leaving the Miami Heat after the team lost in the NBA Finals in five games to the San Antonio Spurs last month.
The NBA superstar announced his decision via an essay exclusively planted in Sports Illustrated.
His media relations strategy was a 180-degree turn from four years ago, when he announced his defection to the Miami Heat in a prime-time special on ESPN that earned him boos and catcalls across the league for the past four seasons. James’ essay comes off as heartfelt, thoughtful, and gracious, the opposite of 2010 when he infamously said he was taking his "talents to South Beach."
And credit James and his team for making the announcement on a day with no World Cup match-ups, when he could truly dominate the sports media cycle.
Here’s how a few Ohio-based brands celebrated James’ return:
Meanwhile, at least one Miami-based brand was not amused:
"We’re all in this together" - box of onion rings— Burger King (@BurgerKing) July 11, 2014
National brands news-jacked the story as well:
In the politics world, one senator welcomed James home while another said goodbye:
"In Northeast Ohio, nothing is given. Everything is earned. You work for what you have." - @KingJames Welcome home, LeBron.— Sherrod Brown (@SenSherrodBrown) July 11, 2014
Thank you to @KingJames for giving us 4 great years! Wish you much success back home in Ohio.— Marco Rubio (@marcorubio) July 11, 2014