Few players get meme‘d as frequently as LeBron James. And to be honest, he doesn‘t just roll with it, he takes it over. It’s something about LeBron’s knack for being in the spotlight, where even mundane actions can spark wholesome laughter. One of the most humorous and also the most ‘enduring’ of those is how LeBron, the reading aficionado, is always captured reading only and only the first page of books. Considering how he‘s both the GOAT and the dude everybody loves to roast, this very unique reading habit of his has become a running joke in the basketball world. But, of course, LeBron made sure it never remained just that. So, ever wonder what happens when the meme becomes the message? When the punchline you’ve been laughing at turns out to be the setup for one of the slickest marketing flips of the year?
Let’s go back. Yes, it all did begin as a meme. LeBron James had this habit of reading books prior to games, particularly the playoffs. Explaining the why behind, he once told Oprah Winfrey, “I was reading to not only do something different, but to also take my mind off the game“. But fans were like Okay, James, lovely, but wait! Why are you always on the first page, whether it’s The Hunger Games or The Autobiography of Malcolm X? As you know, so began the memefest.
Fans began teasing him, wondering if he ever made it past the beginning lines. Because no way a first page is ever that interesting, right? To be fair, LeBron has often spoken about his love for books, naming books like Decoded by Jay-Z and The Tipping Point by Malcolm Gladwell as favorites. He has even said, “For me, reading books is relaxing honestly. You spend so much preparation for the games, sometimes you just need to get away from it for a little bit“.
Yet, the meme took on a life of its own, thanks to moments like a press conference where LeBron, holding The Autobiography of Malcolm X, admitted, “I kinda just started it a couple days ago,” when asked about his takeaways. You can probably guess how fans pounced at the opportunity, and the “First Page” narrative solidified.
Lebron is reading ‘The Autobiography of Malcolm X’ – I asked him for his biggest takeaway from the book. pic.twitter.com/s2OzUww3XD
— Taylor Rooks (@TaylorRooks) August 21, 2020
And as if fans weren’t enough, a former teammate jumped on the bandwagon in 2023. Alex Caruso was asked about LeBron’s reading habits on The Pat McAfee Show. Hearing the question, he reacted as if an alien had descended and only he was unaware, quipping, “Wait, what books?“. Actually, a quip or pure bewilderment. Who knows?
Fast forward to now, and the meme has reached new heights. It is clear now that Mr. LeBron is as humorous as his fans and, with that, a savvy businessman too.
From Meme to Marketing Gold: How a Running Joke Became a Power Move
In 2024, LeBron shared a clip from an ad for Hennessy. In the video, he could be seen lounging by a pool with a fake book titled “The First Page,” with a bottle of cognac. Well, don’t we adore a self-aware man? The ad quickly went viral, urging fans to come up with their “LMAAAO LEBROOON,” reactions. Hennessy also revealed in a follow-up post that the fake book had only one page of text, ending with, “This is only the first page.” Talk about nodding to a legendary meme.
Come 2025, and no one is over it, even LeBron himself. Collaborating with the Royal Kingdom for a Dream Games campaign, LeBron was again in an ad and again with a first-page reference. In the ad, he hides his phone—playing Royal Kingdom—behind a book, riffing on the idea that he’s “reading” when he’s actually gaming. Commenting on the same, Richard Hocking, CMO of Dream Games, said, “We believe the best stories come from unexpected places. We’re building a brand that lives in culture, not just in ads.” Good going, we would say.
As expected, the campaign has been a success so far, with industry experts hailing its creativity and cultural significance. Reed Trimble, Vice President of Partnerships at Bad Moon Talent, called it “one of the best commercials of 2025,” pointing out its witty application of the meme and effortless blending of gameplay. Royal Kingdom itself has also been very successful, raking in around $13.5 million in the last month. The game’s story covers a whole fantasy world, introducing new mechanics and a wider scope than its predecessor, Royal Match.
Ultimately, LeBron‘s “first page“ meme didn‘t merely go viral, it came full circle. What began as good-natured internet trash talk is now a template for fusing self-awareness with intelligent branding. By turning the joke on itself and embracing it, LeBron doesn‘t merely remain relevant, he sets the standard for how athletes interact with culture. In an age where memes travel quicker than news cycles, that level of control? That‘s GOAT behavior and a masterclass in personal branding.
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