LeBron James Launches Prime Day 2025 in Amazon’s 'What’s Next?' Campaign

Amazon has teamed up with LeBron James for its 2025 Prime Day campaign, with a new global ad that blends humour, ambition, and a touch of self-reflection. The 60-second commercial, titled What’s Next?, dropped today alongside the announcement that Prime Day will run from July 8 to 11.

In the spot, directed by Hungry Man'sWayne McClammy, LeBron imagines life beyond basketball, trying his hand at everything from barbering to hibachi cooking — and even belting out a tune in a smoky lounge. It’s part of Amazon’s broader Greatness Is a Deal Away campaign, which uses James’ career crossroads as a launchpad to encourage Prime members to explore their own next moves.

“It’s about that spirit of never settling, always pushing to discover what’s next,” James said of the campaign.

James was deeply involved in the creative process, from brainstorming scenarios to selecting the perfect song for his lounge singer scene, ensuring the campaign authentically represents his personality and legacy.

“Prime Day is our biggest moment of the year to make Prime members feel special and valued,” said Jo Shoesmith, VP, global chief creative officer. “Who better than LeBron James to show how getting a great deal can make anyone feel excited and ready to embrace ‘what’s next’?”

The collaboration extends beyond the commercial, featuring James’s brand The Shop Men’s Grooming Line, which is available on Amazon with an exclusive Prime Day deal of 35% off the entire line. The collection includes seven essential products, from daily moisturizers to beard care, all designed to help customers bring their A-game to their everyday routines.

James’ partnership with Amazon also includes Mind the Game, his hit basketball analysis podcast where he and NBA legend Steve Nash break down the game they love, produced by Uninterrupted and distributed by Wondery, Amazon’s podcast studio. Now in its second season, the show offers unprecedented insights into basketball strategy and mindset, with audiences watching on Prime Video, Fire TV Channels, listening on Amazon Music Echo devices, and wherever podcasts are available including YouTube.