Progressive’s #FloBron Campaign Draws Complaints About Emasculation of Black Men

LeBron is not the first black NBA star to throw on a wig and probably will not be the last.

LeBron as FloBron
LeBron as FloBron Progressive

If you haven’t seen a Progressive commercial with Flo, you’re either living under a rock or maybe you just don’t have a television in your home. But Progressive’s spokeswoman has developed a cult following and is considered to be the insurance company’s best marketing asset.

What happens when you match Flo with one of the NBA’s most valuable players, who just made his return to his hometown of Cleveland? Well, you get LeBron James in a yaky wig from the beauty supply and #FloBron enters the scene.

On Halloween, James dressed up as Flo for a new digital campaign called “the Switch.” This isn’t just a one-time stunt; Progressive has posted a slew of tweets and Instagram videos of James matching wits and basketball skills with Flo.

“We’ve paired the King of Sports, LeBron James, with the Queen of Marketing, Flo, for a unique, digital-first execution we’re calling ‘The Switch,’” chief marketing officer Jeff Charney said in a statement. “In the coming months, look for more digital bread crumbs that show a different side of each of these icons. The Switch is just getting started. … There’s much more to come on Instagram and other channels. Stay tuned.”

So far, the campaign has been successful in garnering laughs and social media attention:

But not everyone is laughing.