Miami Heat star LeBron James hit South Beach on Friday to shoot a commercial for Nike.
Local 10 spotted LeBron running shirtless toward the ocean near 13th Street. A large number of people riding bikes and skateboards were also involved in the shoot.
As production crews called out commands, excited tourists and residents snapped video and photos.
An actress named Pebbles said the commercial is for his upcoming shoe release.
"I've had a lot of fun, so we're all just taking it in and enjoying it and it's really good," she said. "The only thing that's killing us right now is the heat."
Nike's LeBron X Low "Watermelon" will be released Saturday.