LeBron James’ high-profile 2010 free agency is famously remembered for “The Decision,” where he announced on a live ESPN special that he was joining the Miami Heat.
However, a lesser-known aspect of that summer was a star-studded video made by the New York Knicks as part of their pitch to LeBron.
In a unique twist, the video brought James Gandolfini back as Tony Soprano, marking his only appearance as the character since “The Sopranos” ended in 2007. The video was recently featured on The Athletic’s podcast “Shattered: Hope, Heartbreak and the New York Knicks,” although it was first detailed in an ESPN article shortly before “The Decision.”
The storyline showed Tony Soprano not as deceased but rather in witness protection with a beard, living quietly with his wife. In the video, Tony tells Carmela about a significant friend coming to town needing a place to stay—none other than LeBron James.
This video remained unseen by the public for over a decade until it was finally released by “Pablo Torre Finds Out.” In the opening scene, Gandolfini and Edie Falco reprise their roles as Tony and Carmella Soprano, now living under new identities but still avid Knicks fans.
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The video’s kitschy tone was evident as Tony describes LeBron as a “modern guy who respects tradition,” and Falco presents what is essentially a 2010 version of a Zillow listing for Madison Square Garden, emphasizing its class, costliness, and vibrant atmosphere, all capped off with a smile to the camera as Jay-Z’s music kicks in.
But this video was just a part of the Knicks’ elaborate pitch, which also featured appearances by celebrities and sports legends like Walt Frazier, Chris Rock, Willis Reed, Spike Lee, Alec Baldwin, Rudy Giuliani, Donald Trump, and Harvey Weinstein.
This ambitious but ultimately unsuccessful attempt to lure LeBron James remains a remarkable moment in NBA free agency history.
