Johnson: What will self-promoter LeBron James do next?

LeBron James continues to build on his newfound role of NBA antagonist in his recently released Nike commercial, in which he asks a simple question that probably will end up as a legendary sports refrain.

The question? "What should I do?"

In an effort to confront his critics head on, James uses the commercial to take another stab at his notorious departure from the Cleveland Cavaliers to join the Miami Heat. He also addresses the future of his legacy, and even repeats Charles Barkley's infamous line - "I am not a role model" - from a 1993 Nike ad.

James' commercial ran during the Miami Heat's opening loss to the Boston Celtics on Tuesday, and his debut with his buddies Dwyane Wade and Chris Bosh attracted the most viewers for an NBA regular-season game in cable history - 7.4 million, as reported by TNT. The elevated energy of the crowd at the Fleet Center made the game seem more like a last-game playoff contest, as James was vehemently booed every time he touched the ball.

It's been almost four months since "The Decision" to leave Cleveland broke the hearts of the Cavaliers faithful, and James' popularity has plummeted - not just in Ohio and among NBA fans, but among sports fans in general. The man once anointed "King of Cleveland" now is one of the most hated professional athletes in America. A Q-Score poll released at the beginning of October shows James coming in sixth, rounding out a list beginning with Michael Vick, followed by Tiger Woods, Terrell Owens, Chad Ochocinco and Kobe Bryant.

I think it's grossly unfair to compare James to Vick, Woods and Bryant, because their transgressions were much more serious than the long, drawn-out self-promotion of the "Summer of LeBron." However, as James now is perceived as overly narcissistic, he is sure to get adverse treatment in the media, similar to the treatment given Owens and Ochocinco for their self-aggrandizing antics.

Being in Ohio, watching the rise of James' star has been intriguing. He's come a long way from the bright-eyed kid who graced the Feb. 18, 2002, cover of Sports Illustrated as a high school junior. When James was drafted as the top pick the Cavaliers in 2003, he soon was reve

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