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Recently Democratic presidential candidate, Barack Obama distilled race back into a place of prominence in America’s discourse. We can hide, pretend, or seek to subordinate the discussion of race in America. The reality is race is still inextricably woven into the very fabric of this country. Professional sports-in this case the National basketball Association- is not immune from the travails of every day life. Sports are simply a microcosm for the world at large. That includes the good, the bad, and the ugly.

The April cover of influential fashion magazine, Vogue features LeBron James and supermodel Gisele Bundchen. In theory this should be a major coup for both the NBA and LeBron James. It underscores the diverse and growing iconic appeal of NBA wunderkind, James. It also accentuates the NBA’s appeal among woman. Instead, the cover is impregnated with striking racial imagery. LeBron appears in basketball attire displaying his physicality and virility in an almost primal manner with his mouth wide open as if he is growling. “I was just showing some emotion,” said James. In his clutches is the smiling nubile and lithe white damsel. It conjures up images of King Kong grasping the actress Fay Wray in the 1933 film.

I would have thought a photo of LeBron nattily attired in a Tom Ford suit, Berluti shoes, while wearing a sublime Ulysse Nardin timepiece would have been befitting of a high profile fashion magazine. Is a handsome, well dressed LeBron too threatening for the powers to be at Vogue? Do I sense some ego issues and a bit of male insecurity at this specimen of male masculinity? Too frequently the images of Black male entertainers or athletes in the media have to be reconfigured for pubic consumption geared to white audiences. Either you are neutered or depicted in hostile and vile terms.

There is nothing neither inadvertent nor innocent about this shot. It plays to the basest stereotypes of Black athletes –or more importantly Black men-as violent, salacious, fearful and aggressive. I defy anyone to see a major magazine cover featuring Tom Brady, Steve Nash or David Beckham depicted in such a manner. Vogue magazine spokesman, Patrick O’Connell, said the magazine “sought to celebrate two superstars at the top of their game” for the annual issue devoted to size and shape. Is that an admission that renowned photographer Annie Liebowitz could not have constructed a more imaginative and less demeaning photo? Without any attempts to engage in dime store psychology, the shot is infused with such an overt racial context. It says a lot about the magazine, the photographer, and the editor. Anna Wintour. They say motivation affects perception. This certainly appears to be the case. What is next Kobe in black face with Nicole Kidman?

My sternest criticism is reserved for LeBron James. His response to the growing controversy over the cover is to say, "who cares what people say.” Well LeBron you should care. As your people look to broaden your popularity and visibility, the portrayal of your image is vital. As the third man to ever grace the cover of Vogue magazine in its 116 year history, did it dawn on you how the other two men were portrayed. I will give you a hint; it was nothing like your cover. Go and take a look at how Richard Gere and George Clooney appeared. They were elegant, debonair, and suave. That is how you should have been depicted.

At the tender age of 24, LeBron Raymone James will make his share of mistakes. But, let us hope that he will be a bit more judicious and select of his portrayal in the media. You are better than this cover LeBron -much better.