LeBron has 'Heart of a Lion,' says Nike

Despite his disappointing performance in the clutch during the NBA Finals, LeBron James has the "Heart of a Lion," according to sponsor Nike.

The Swoosh has developed a triumphant new Lion logo for King James' new Nike Sportswear collection that's reminiscent of the coat of arms of medieval English monarchs such as King Richard the Lionheart.

The Miami Heat superstar's new "Lion 6" logo is featured on his off-the-court line of stylish t-shirts, rugby shirts, shoes and jackets for Holiday 2011 that go on sale this month.

Nike's Web site for James' "Always On" collection pays tribute to him with an advertising ode titled The Heart of a Lion:

Beat after beat. Game after game. LeBron James' heart stays strong. The two-time NBA MVP has seen his fair share of battles. He's done his time on the hardwood. In the gym. And around the neighborhood. With every victory the beast within grows stronger. More determined. Fearless. Always on.

The Chosen One debuted his new Lion logo (see close-up right) when he wore the all-wool "Destroyer" jacket for his first game back against the Cleveland Cavaliers last year, says Nike spokesman Matt Kneller. But that jacket wasn't available for purchase. Now it will be. Besides the Lion logo on the sleeve, the jacket continues the theme with the motto "Viva T-Rex" (Long Live The King) on the inside of the jacket.

LeBron's critics who blasted him as "The Frozen One" and "King without a Ring" for his 4th quarter disappearing act against the Mavs might disagree with the Swoosh's portrayal of him as the Lion of the NBA.

But hey, it's advertising. And James has done a nice job this off-season of making fun of his own receding hair line on Twitter and zero championships in a McDonald's commercial to rebuild his image after being ripped for leaving his home state of Ohio for the bright lights of Miami last year.

What do think Nike's "Heart of a Lion" repositioning of its star endorser? Sound off below. If you have any news tips, links or feedback, hit me up at mmccarthy@usatoday.com:

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