TIME Basketball

Brands Mock LeBron’s Leg Cramps

2014 NBA Finals - Game One
LeBron James #6 of the Miami Heat sits on the bench after leaving the game in the fourth quarter with cramps against the San Antonio Spurs during Game One of the 2014 NBA Finals at the AT&T Center on June 5, 2014 in San Antonio. Andy Lyons—Getty Images

On social media, JetBlue and Gatorade took aim at the cramping Miami Heat star

Not content to let regular fans and sportswriters take all the cheap shots, two companies figured they could profit from the misfortune of LeBron James, the Miami Heat star who cramped during clutch time at Thursday’s NBA Finals game.

Players in Thursday night’s game endured brutal temperatures after the air conditioning in the San Antonio Spurs’ stadium failed due to a power outage, and overexertion in hot temperatures is notorious for increasing people’s risk for leg cramps. But on Instagram Friday, the airline JetBlue implied that its spacious planes would’ve prevented James’ woes, as illustrated by this somewhat abstract diagram:

Meanwhile, Gatorade, fully aware that James was sponsored by rival energy drink Powerade, saw an opportunity to cut down the competition with a few snarky replies:

https://twitter.com/Gatorade/status/474761388125323264

https://twitter.com/Gatorade/status/474768170268758016

The sports drink maker later later backed off a bit: “We got caught up in the heat of the battle. As a longtime partner of the Miami Heat, we support the entire team,” Gatorade said in a press release.

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