NBA superstar LeBron James is endorsing Samsung’s products in a couple of new commercials.

King James first got involved with Samsung last year, when he promoted the Galaxy Note 2 in a series of ads. Now he’s back with two more spots for Samsung’s recently launched Galaxy Note 3 smartphone, Galaxy Note 10.1 tablet, and Galaxy Gear smartwatch.

The ads, which are in the same vein with last year’s campaign, show LeBron spending time with family and friends or sweating it out in the training room, with Samsung devices just a cut away.

Whether you’re a fan of LeBron or you prefer other players, you’ll probably see Samsung’s logo every time you watch a basketball game in the future. The manufacturer announced this week a blockbuster deal with the NBA that will put Samsung made devices courtside and in the hands of referees, coaches, and players. The $100 million deal will span over three years.

Samsung is no stranger of big name endorsements, with the most recent belonging to Argentinian football star Lionel Messi. Some have criticized that spot though, accusing the bad taste of using the image of street children for profit. These LeBron James ads are safer in comparison, and, we think, far more effective.