What happened: The promotion surfaced in New York on Tuesday ahead of James's first game with Philadelphia. It pitches Kingblocker as a filter that blocks James and his nicknames across television and social feeds.

Why it matters: The bit plays off Brooks's long-running antagonism toward James, the same Dillon Brooks who urged James to return for one more season. James opening with Philadelphia at MSG puts extra attention on the matchup.

What to watch: Philadelphia tips at MSG with James in uniform; the on-court matchup follows the off-court noise.