For every athlete, the definition of winning is different. Nike set out to study the mindset of the most elite competitors and understand what glory means to them. For Giannis Antetokounmpo, it means ‘doing more’. China’s tennis whiz, Qinwen Zheng, despises the feeling of coming second. But what does winning mean to LeBron James, a man who has achieved it all, broken countless records, and conquered basketball for over two decades?

He wants to win again and again.

Ahead of Team USA’s opening bout against Serbia at the Paris Olympics, Nike delved into the veteran mind of James, allowing him to freely express his desires when competing at his record fourth Olympics. James revealed that being followed by the “curse” of winning is the driving force behind his unwavering motivation even as he nears 40.

“Being a winner is a curse. It doesn’t matter how much you’ve won before. You’re not a winner until you win again and again and again. Nothing is enough. No one understands. And you never want it to stop,”  LeBron James admitted in the advert while practicing shots in an empty arena.

The chance to win again is now moments away. Team USA’s road to a fifth straight gold begins against Nikola Jokic and the resilient Serbia. James is not only ready but prepared for what awaits.

LeBron James knows it’s going to be a challenge

Team USA might have all NBA stars on one side, but the basketball landscape is a lot different in the modern era. No team is willing to succumb to the allure. And a side like Serbia, driven by a three-time MVP, LeBron James knows it will be a “challenge” to get past the nation.

“Our job is to get ready to play Serbia tomorrow. You know be ready for what’s ahead in that matchup and try to get better and better so going to be challenging for us,” James told the media after practice.

Team USA had a preliminary game against Serbia during their showcase in Abu Dhabi. During that contest, Stephen Curry’s magnetic 24 points propelled the US to a dominant win over Jokic. However, let’s not forget that Serbia grabbed a silver medal at the FIBA World Cup 2023 and played tremendously with the Joker orchestrating their actions.

Team USA can’t afford to get complacent. Having battled against Jokic over the past two seasons, LeBron James will communicate the message to his teammates too. A blockbuster matchup awaits. Who do you think draws first blood? Let us know what you think in the comments below.