Kalshi’s latest campaign, starring NBA player Dillon Brooks, playfully shows off the “King Blocker,” a device that mutes any mention of his on-court rival, LeBron James.
In the ad, Brooks introduces the King Blocker by using it to block James’ name and even his nicknames from electronic devices.
Brooks is seen watching a TV ad for the device, in which a disguised version of himself demonstrates how it works by saying James’ names and nicknames. Each time, a red “Blocked” sticker appears over his mouth, muting him.
“Dillon Brooks has never been one to shy away from a rivalry. For this campaign, we took that feud a step further and gave fans something they could bring home,” said Keaton Inglis, Kalshi’s head of growth. “It’s ridiculous, it’s fun, and that’s exactly the point.”
Kalshi is also offering The King Blocker as a real product that can mute James on users’ own televisions, marking the first time the brand has released a physical device alongside a campaign. Fans can enter for a chance to win one on a dedicated microsite.
The campaign was created by agency es muy good. It follows other recent Kalshi ads featuring celebrities, including NFL player Marshawn Lynch and Timothée Chalamet.
Kalshi is rapidly growing and competes with other prediction markets like Polymarket. These platforms, which let users bet on real-world events ranging from celebrity weddings to sports, have drawn polarized reactions. Critics have accused the companies of encouraging gambling addiction and reportedly allowing users to bet on global conflicts.
Despite the backlash, Kalshi has grown significantly in 2026, with a Pitchbook analyst estimating it could soon be worth nearly $42 billion.
The King Blocker campaign will run for eight days across TV, streaming services, and social platforms, starting with the NBA Tip-Off.
