LeBron James is a Nike athlete for life. Literally.

Which means he doesn’t have a lot of time to think about any other competing brands. So last night, when he was asked during his post-game media availability in Boston about Under Armour, he responded with “Who? Who is that?” and then “I don’t know what you’re talking about. Who? The other guys? Yeah. I don’t know who Under Armour is. What are you talking about?”

“I only know Nike,” King James insisted.

Skip ahead to the 4:40 mark for the comments in question—one brave reporter starts to ask a question about an Under Armour commercial (we’re not sure where he was going with that one, honestly) and that’s where the shade begins. It’s all in good fun, obviously, but you’ve got to respect LeBron’s brand loyalty.

H/T: Complex