By Sidik Fofana

Nike says “We are all witnesses”. In the smaller scope, this new advertising campaign is Nike’s not so subtle way of anointing LeBron James the second coming. Yet, in a larger sense, it’s Nike’s attempt at telling America that we are in the age where we can recognize who our heroes will be even before they have made their mark in their respective craft.

See, thus far, our heroes have been identified retroactively. Emily Dickinson was not hailed as a great American poet until after her death. Malcolm X was a hate-monger and deemed as the black version of a KKK member while he was living, but then hailed as a civil rights martyr after his death. Michael Jordan pushed the North Carolina Tar Heels past the Georgetown Hoyas in the 1982 NCAA Championship, but it was not until a few years of 30 plus point dramatics that sealed him as a legendary player. Jesus was crucified before deified. Whether we like it or not, we have had a history of bruising, browbeating, and criticized our heroes while they are making their mark on humanity, only to relent and celebrate them when the aftermath is done.

So, when Nike says “we are all witnesses” to LeBron’s reign, this is good. Should we take pride in the fact that we are identifying our legends in the present? Well, yes and no. Yes, Lebron is an outstanding player. Averaging 31 points per game in the playoffs, and piloting his team past the Wizards in the first round, Lebron has spectator’s barstool at your everyday barstool feeling special. They will feel comfort in witnessing the next inauguration of roundball's new throne bearer. Yet, is status as a legend something we can foretell or does it rely on a series of weird events that fall into place like tetris blocks?

Michael Jordan is clutch. I could be assassinated if I dared to say otherwise. But think, just as Jordan is a staple game winner, this demon called probability could have just as well taken away his game winning shot on Bryon Russell against the Jazz. Chance could have made Scottie Pippen work with Seattle Supersonics, thus never even making it into a Chicago Bulls uniform. Chance could have easily steered such adversity as the Pistons and the Celtics away from MJ, leaving him no hard-way lessons to learn from.

LeBron James is also clutch. Still, it's the whole nature vs. nurture argument. Can we watch a 17 year old from Akron, Ohio and say just off his natural skill and ability that he will dominate the sport of basketball or is it how his basketball career nurtures him in the form of successes (giving Cleveland home court advantage in the first round) and disappointments (losing the series to the Pistons). Sometimes it takes an ass whipping from the Celtics or in this case an awakening from Chauncey's Pistons to give you a feeling that you vow never to feel again.

Another aspect about "We are all witnesses" is that it suggests we live in a parallel universe. It suggests that whatever happens in the past will repeat itself and happen in the future. To put it simply: if the messiah came, then the messiah will come again. In basketball, if there once was a Michael Jordan then another Michael Jordan will fill the void in the same way the first did. This is problematic because in today's NBA, we have several Jordan-like offspring vying for the title. It would be absurd to suggest that Kobe’s, these Lebron’s, and these McGrady’s will all take the same route to Jordan's greatness. Someone has to pave a new route of distinction.

Ultimately, Nike’s “We are all witnesses” is a problem not because it haloes one person, but it disregards the other events and people that makes the selected person rise to the forefront. For to witness Jesus, is also to witness Mary give birth to Jesus, is also to witness Mary Magdalene, is also to witness leper who was cured by him. To witness Michael Jordan is to witness Toni Kukoc, is to witness Phil Jackson, is to witness number 45 as well as number 23. Thus, we cannot just glue our eyes to the television set on LeBron James only to let the magical series of events that lead to his to greatness disappear beyond sight. Let’s also witness that Scottie Pippen type player that will also help LeBron to greatness. Let’s witness the coach of the year that makes sure the ball club achieves. Let’s witness the Pistons give the Cavaliers that much needed but motivating butt whipping.

I am, under no circumstances, comparing any player to Jesus, but even Jesus Christ had a supporting cast of disciples.