LeBron James is downplaying the shot Kanye West took at the NBA star's newly named lifelong business partner Nike.

The rapper recently insulted the iconic sportswear brand, among other celebrity figures, on his newly released single "Facts." West rapped in the song, "Nike, Nike treat employees just like slaves / Gave LeBron a billi not to run away." 

"I haven't really listened to it," James told Cleveland.com. "I heard about it but I haven't listened to it."

In the tune, Kim Kardashian's always outspoken husband took on everyone from Bill Cosby to Steve Harvey. Among his targets was longtime nemesis Nike, West's former, original partner for his Air Yeezy collection.

West broke with Nike at the height of a dispute in which he claimed the retail giant shortchanged him on royalties. The singer and fashion designer is now partnered with Adidas.

The Cleveland Cavaliers star recently inked a multi-million-dollar deal with the only shoe company he has known since joining the league right out of high school, and his loyalty shows.

"Obviously I'm going to side with Nike no matter who it is," James said of West's diss. "It's just, it's family when you talk about Nike, and I'm always on their side no matter what the situation is, so. We don't look upon nobody on our side, we just try to put the best athletes that we can out on the floor every night."

Among those who haven't been quite so diplomatic about what West had to say was Marcus Jordan, son of NBA legend and ultimate Nike pitchman Michael Jordan.

Marcus Jordan responded in particular to West's bold boast that his Air Yeezy's have now become even more popular than the iconic Air Jordan. The younger Jordan posted on social media, "LOL, I needed a good laugh to start my 2016."