Latest posts by Colton Jones (see all)
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It’s business as usual for LeBron James.
He has his team in the playoffs for a 13th consecutive season and on the eve of the postseason opener, the Cleveland Cavaliers superstar continued his tradition of eschewing social media for the duration of the Cavs’ run in the playoffs.
He utilized a quote from Martin Luther King Jr. in making his annual announcement. Just at 11 p.m. Saturday, James posted the following post on his Instagram account:
“Darkness cannot drive out darkness; Only light can do that.”
LeBron: “Zero Dark Thirty-23 Mode is about to commence.” ? pic.twitter.com/1zLxQRd6NY
— Leading NBA (@LeadingNBA) April 15, 2018
He captioned the post with the message with this:
“Zero Dark Thirty-23 Mode is about to commence. I’m going dark so others can be the light. Watch this space. Peace.”
James began what has become his tradition a few seasons ago in an effort to block out any “noise” during his team’s chase for an NBA championship.
Zero dark thirty-23 coming soon ? pic.twitter.com/ZkMg9FUFl4
— LeBestEver (@LeBronKingGOAT) April 10, 2018
The four-time NBA Most Valuable Player has won three NBA championships, two in Miami (2011-12 and 2012-13) and one in Cleveland (2015-16).
James & Co. begin their chase for the Larry O’Brien Trophy against the Indiana Pacers in a best-of-seven first-round series Sunday at Quicken Loans Arena (3:30, ABC).