LeBron James caused a stir at Fanatics Fest in New York after invoking "trust the process," a phrase strongly associated with the Philadelphia 76ers, fuelling speculation about where the NBA's all-time leading scorer might play next. James is currently a free agent and has said he intends to play an unprecedented 24th NBA season, but has not confirmed his future team, making any hint about his plans newsworthy to fans and media alike.

The comment came during a live appearance at the four-day Fanatics Fest event, which also featured stars such as Tom Brady, Derek Jeter, Serena Williams and David Beckham, and is expected to draw around 200,000 attendees. Despite the crowd's excited reaction to the "trust the process" line, James reportedly denied it was intended as a signal towards the 76ers, leaving his free-agency destination still unresolved.