The Nike-LeBron James partnership began before he even graduated from high school, and now it’s a “lifetime” pact.

The Swoosh inked King James to a contract that will last well past his Hall of Fame basketball career, it was announced Monday.

James famously signed a seven-year, $90 million deal with the athletic apparel giant just before entering the NBA Draft in 2003.

Per the AP:

“I’m very humble, man,” James said Monday after practice with the Cleveland Cavaliers. “It’s been an unbelievable time for myself and my family, and I’m just grateful that Nike and Phil Knight, and everyone over there just believed in a skinny 18-year-old kid from Akron, Ohio, and I’m happy to be a part of such a great company.”

 

James has had his own line of Nike shoes for years, and his new agreement could expand into his own brand. […] “We can confirm that we have agreed to a lifetime relationship with LeBron that provides significant value to our business, brand and shareholders,” Nike said in a statement. “We have already built a strong LeBron business over the past 12 years, and we see the potential for this to continue to grow throughout his playing career and beyond.”

 

James has had his own line of Nike shoes for years, and his new agreement could expand into his own brand. […] “We can confirm that we have agreed to a lifetime relationship with LeBron that provides significant value to our business, brand and shareholders,” Nike said in a statement emailed to the AP. “We have already built a strong LeBron business over the past 12 years, and we see the potential for this to continue to grow throughout his playing career and beyond.”