Los Angeles Lakers star LeBron James is having a little bit of fun before NBA action resumes after the All-Star break.

James and fellow Lakers co-star Anthony Davis took to social media yet again to promote another episode of “Taco Tuesday”—a phenomenon James has been propping up since the preseason:

Basketball, of course, is LeBron's first love.

Still, it is worth noting he has a strange fascination with “Taco Tuesday.” James even tried to trademark the phrase back in September, though a spokesman said he merely applied so that he would not be sued for use of the phrase (via ESPN):

A spokesman for James told ESPN's Dave McMenamin that the application was filed “to ensure LeBron cannot be sued for any use of ‘Taco Tuesday.'”

“Finding ‘Taco Tuesday' as commonplace achieves precisely what the intended outcome was, which was getting the U.S. government to recognize that someone cannot be sued for its use,” the spokesman said.

He might not have the trademark, but LeBron knows branding all the same.

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James is coming off a successful captaincy at the All-Star Game, in which his team earned a narrow victory over Team Giannis. Davis made the game-winning free throw.

The superstar duo will have more than food on their mind entering the final third of the season. The Lakers are first in the Western Conference, and they currently hold a four-game lead over the Denver Nuggets.

Despite a flurry of rumors and an effort to lure Darren Collison out of retirement, the Lakers stood pat at the trade deadline. James and Davis will continue to steer the ship in the final months.