We love a good tweet screw up story.
Lebron James, celebrity spokesperson at Samsung, just tweeted his phone erased all of his data, making for "one of the sickest feelings" he's ever had in his life.
James realised this probably wasn't a smart thing to tweet given who backs him, and quickly deleted it. Not before a screenshot was grabbed.
James has appeared in several Samsung commercials touting its Galaxy products, including the Galaxy Note 3 recently.
King James didn't say which phone it was that crashed. Had to be a rough experience, indeed.
At least he still has the fresh 2013 championship ring.