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'm 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 reverenced as "The Savior" who would bring a championship to a city that has suffered more than its fair share of disappointment with its NBA, NFL and Major League Baseball teams.

Fans in Cleveland also felt a closer connection to James because he's an Ohio native, having been raised in Akron. Thinking back to 2007, when James led his team to the NBA Finals against the San Antonio Spurs, if the Cavs had won the title that year, he probably would not be in South Beach.

The popularity dive that James has taken with all NBA fans can be attributed to a number of things, chiefly that James showed little remorse for leaving a city that loyally supported him for seven years. No reasonable person would dispute that James had the right to go anywhere he pleased once his contract was up, but the manner in which he handled his departure was appalling.

James' manager, Maverick Carter, took some of the blame for the marketing of "The Decision" in a recent CNN interview. However, James' current Nike ad includes a moment in which the "We are Witnesses" banner that hung in Cleveland comes down, which only is going to add more to the perception that he is egotistical and selfish.

In our sporting culture, we want our athletes to be modest and respectful. When they step out of these boundaries, their images take a hit, and many are vilified.

James makes a bold underlying statement in the "What Should I Do?" ad that he doesn't have to be what people want him to be, and he has proved thus far that he can handle the backlash. His being the villain of the league no doubt is going to be very profitable for the NBA, as many of the Heat's away games are going to be sold out. Looking at James' present status, and another famous quote from Barkley's "role model" commercial comes to mind: "I'm paid to wreak havoc on the basketball court."

With the animosity currently focused on James, I wouldn't be surprised if this line is revisited in one of his upcoming Nike ads.