Miami Heat star LeBron James traditionally "goes dark" on social media during the playoffs, but his new app from Samsung gives fans a chance to follow James into the locker room and beyond.
Michael Laughlin/Sun Sentinel/MCT via Getty Images
By Tim Newcomb
May 02, 2014

He is a light unto the darkness—or at least his new app is. LeBron James, who traditionally “goes dark” when it comes to social media come playoff time, has teamed up with Samsung Mobile and launched his own app. The fittingly named LeBron app is free—though available only to users of Samsung Galaxy S smartphones and Note devices, mind you—and promises an “all-access pass to LeBron’s game, life and journey with never-before-seen content and clips throughout the playoffs.”

In other words, if you want all LeBron, all the time, you best have listened to his marketing pitch and gotten on board with Samsung.

The King’s king of apps comprises four main categories. The “Athlete” section will let fans “re-live” James’ biggest plays and also claims to go behind the scenes with the Miami Heat superstar. The “NBA Playoffs” section will track the King’s stats, schedule and results during the Heat’s quest for another NBA championship. Of course, if you want a bit more LeBron personality, check out the “Style” section for a look at his kicks, clothes, meals and music choices during the playoffs. And, to top it all off, the “Journey” section gives the user more about LeBron’s history and the things in his life that have most influenced him, such as his foundation and family.

This is Samsung’s second foray into Galaxy-exclusive apps, after Milk Music, a streaming radio option. With the LeBron app, the company is really, well, milking its high-paid spokesperson and doing what it can to get the most from its sponsorship agreement with a man—and team—that has a legitimate chance of lasting far into the playoffs. Clearly, Samsung is counting on a long reign for the King both on and off the court.

Tim Newcomb covers stadiums, design and gear for Sports Illustrated. Follow him on Twitter at @tdnewcomb.

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