"Under Armour recently released a commercial..." a reporter said, before being cut off by King James.
"Who? Who is that?," James replied. "I don't know what you're talking about. Who? The other guys? Yeah. I don't know who Under Armour is. What are you talking about?"
"I only know Nike. That's it. Lifetime," James said, a reference to his recently-inked deal with the Swoosh.
Ouch. Check out the exchange in the clip below.