LeBron James has ruffled more than a few feathers lately. A few weeks ago, he was seen confronting Stephen A. Smith on court over remarks the ESPN analyst made about his son’s presence in the NBA. The Akron Hammer has been vocal about the league’s media coverage and made sure to drive the point home again when he appeared on The Pat McAfee Show on Wednesday. While he made sure Smith got a loud and clear message from him, saying that the analyst was on a “Taylor Swift tour run” of discussing their incident, James didn’t spare Brian Windhorst as well.

Windhorst and James go way back, having attended the St. Vincent-St. Mary’s high school together. Windhorst stayed in Ohio, while James moved to the NBA, and the reporter has covered the former Cavaliers man extensively over the years. However, this didn’t stop James from hitting out at Windhorst. “I’ve seen Brian Windhorst on one of these shows not too long ago. This guy who says he’s like my f*****g best friend, these guys are just weird.” James also doubled down on his criticism of how the NBA was covered adding that the reason he started his  ‘Mind The Game’ podcast was because he believes that the media “had gotten away from the essence of the game of basketball…We’re so caught up in everything else outside the lines.” Well, on ESPN’s First Take, Windhorst took the opportunity to respond to James’ comments.

“I think there are times that the media is out of balance, and I encourage NBA players to hold the media accountable when they can, as long as they’re okay being held accountable by the media,” Windhorst said, addressing James’ criticism. Windhorst added that an entire show of them discussing X’s and O’s won’t be good either, and that it is about finding “that balance.”

“People like the drama,” Windhorst added. “People like the rivalries, and people like looking at why Luka Doncic has trouble defending Tyrese Haliburton in an iso situation. I think there’s room for all of it. And there’s room to hold each other accountable but the finger-pointing, I don’t think that benefits anyone.”

The basketball landscape has shifted in the last two decades, with a focus on the players’ lives and drama becoming a focal point to go along with their on-court exploits. Smith’s criticism of Bronny James, saying that he was in the NBA “because of his dad,” is an example of how the league’s coverage by the media has been overarching on themes at various points. The game highlights are more of a feature of social media, interviews turned into casual podcasts, and reporters have been gradually pushed to the back in favor of bigger personalities. Players are pitted against each other to create rivalries and sell the product. More drama means more fan interest and drives engagement. In the social media age, it becomes all the more important to have viral and engaging content.

James’s ‘Mind The Game’ podcast has been more focused on the on-court aspect, but its profile is undoubtedly boosted by the presence of one of the game’s greats. Windhorst pointed out that the Lakers’ star is well aware of the changing media landscape, given how it has boosted his own profile.

“One of the things about LeBron is his awareness of the media, and he, over the course of time, has used this awareness to his advantage. He is a billionaire, not just because he’s a basketball player. He’s made hundreds of millions playing basketball, but his ad, his investments and things in media have helped him become a billionaire.” Windy said on First Take on Thursday. “I can’t accept that he makes a mistake on awareness because his awareness is tremendous and so he is aware of the exact situation that we are in in 2025. He knows exactly everything that you guys just said. He chooses to go a different route.”

On McAfee’s podcast, James also went swinging after Windhorst for his alleged previous comments. “He [Windhorst] went on his show and said, ‘Don’t let LeBron fool you, he wears No. 23 because of Michael Jordan.’ OK, that’s a fact. ‘He signed with Nike because of Michael Jordan.’ It’s like, no, the f–k I didn’t. I signed with Nike because I got a hell of a signing bonus and they gave me a seven-year, $90 million contract. And I moved my mom out of the hood the day after I signed that contract. And ultimately, my whole thing is like, what do I want to wear off the court? I wanna wear f–king Nikes.”

Windhorst hosts  “The Hoop Collective” podcast, which features Tim MacMahon and Tim Bontemps. He has covered James from the time he was in high school at St. Vincent-St. Mary. In 2003, he worked as the Cavaliers’ insider, the same year that the Akron Hammer entered the NBA. Moreover, he even got a job at ESPN exclusively for his expertise on James’ career once he moved to Miami, propelling him into national recognition. Stephen A. Smith was quick to remind fans of LeBron’s association with Windy over the years.

“I would like to remind the audience of this. The same dude that LeBron James called weird and said what he said on the Pat McAfee show as it pertains to Windy is the same dude he once sat up on a podium and said there’s nobody in the business that knows me better than Windy who’s been covering me since junior high school,” Smith mentioned.

James’s comments at Windhorst are a part of his previous complaint that many reporters and analysts talk about things without knowing the truth. In February, he made a long social media post detailing how being the face of the league is difficult when there is so much “negativity” around the game.

Ironically, James’s outburst first on Stephen and now on Windhorst has only diverted attention away from the court. Instead of discussing the Cavs’ dominance or how good Nikola Jokić has been for the Nuggets, James’s feud with Stephen A. Smith and his comments on Windhorst are taking all the headlines.

Meanwhile, is there any truth to LeBron’s words that Windhorst called him his best friend?

Windy and LeBron James were friends?

Though James’ comments about Windhorst claiming that he is the NBA player’s best friend remain unfounded, the pair did share a close bond.

“Windy’s addressed it you know back I don’t know three or four years ago saying he did have a closer relationship with LeBron when they were both younger and in Cleveland and you know that sort of thing they were from the same high school but that that has changed over the years and that was as far as three years back saying that they weren’t close,” former ESPN employee Rachel Nichols revealed on Sports Illustrated.

Now, this doesn’t mean they were ever best friends. But Windhorst has been transparent about LeBron James not wanting to have an active relationship with media members in the past. Hence, James’s shot at him appears to be a heat of the moment thing. And Windhorst handled it with great maturity, not taking any offense and sticking to his opinion of the NBA great.