The debate over the next face of the NBA has intensified as veteran stars like LeBron James, Stephen Curry, and James Harden approach the twilight of their careers. But not everyone wants the title.

Timberwolves star Anthony Edwards recently dismissed the idea, saying he had no interest in being the league’s face. LeBron James backed his stance, criticizing the media for forcing the narrative. However, his comments sparked backlash, with FOX Sports’ Rob Parker calling him “phony and fake” for what he sees as a contradictory stance on media coverage

But with every sport, it’s out with the old and in with the new. The ‘new’ names set to take the mantle seem to be the likes of Luka Doncic and Ant. But do they necessarily want the status? Absolutely not.

After the Lakers’ win over the Wolves, LeBron addressed the media’s obsession with naming a new face of the league.

“Ant already sayin’ he don’t want it,” James said. “Sayin’ he ain’t wanna deal with that shi-… I mean it’s not fortunate but like… I don’t know,”

He then turned his frustration toward the media.

“Why do you wanna be the face of the league when all the people that cover our game and talk about our game shi- on everybody?” James added. “It’s just weird, weird energy.”

LeBron‘s status as one the GOATs didn’t stop the media from clapping back, calling out the two-faced notion he’s allegedly set when it comes to this situation. “I gotta say, ’cause I think LeBron, a lotta these guys, they’re so phony and fake, and imma tell you why. First it was, you guys, writers and reporters- you guys didn’t play in the league. Right? It was the pushback that we didn’t play in the league. Now you got all the guys sitting up on the deck, all former players on their own right, and it still ain’t right, it’s still weird. What one is it? It has nothing to do with that, it’s just that you don’t wanna be criticized, and that’s what I can’t get over with today’s athletes,” responded Rob Parker from FOX Sports Radio.

The debate seems more fueled by fans than the players themselves. And it seems to have added unnecessary pressure over the shoulders of the players. From a media standpoint, identifying the next face of the league is crucial. For over a decade, that role belonged to LeBron. But the larger questions is: who’s next? While that remains an open-ended question, popular personalities have had their say on the situation.

Stephen A. Smith shares his two cents on the situation

Stephen A. Smith isn’t one to stay mum when conversations such as these open up. With all due respect, he IS the media. And when LeBron directly references the media, Smith sought to chime in.

“When he said that, it really ticked me off because [LeBron] is negating to point out- there are people here celebrating the game. Any way in which the game has been hurt has not been hurt by the media. And by the way in today’s generation, these dudes think the media is social media. They lump us all in the same. There’s people who’ve never covered the league… and we don’t get into their personal business… we covering the game, and it’s never enough- and he’s not bringing that up,” says SAS on the latest edition of First Take.

SAS often overreacts, but this time, he completely shifted the focus. LeBron is 40 and he’s been dunking on his opponents before Instagram was even a thing. When ‘Bron says ‘media’, he talks about the conventional understanding of the term. The King might be one of the most active players on the Gram now, but he’s known long enough who’s been getting all up in his business.

Whether LeBron is justified or simply avoiding criticism, the debate over the NBA’s next face is far from over. As the league transitions into a new era, the pressure on young stars like Edwards and Doncic will only grow. Is LeBron justified in his comments? Or is he overreacting?