Blink and you'll miss it.
Author Malcolm Gladwell has challenged Cleveland Cavaliers superstar LeBron James to a race of undetermined length.
Using the upcoming Floyd Mayweather-Conor McGregor boxing match as an impetus, a follower suggested on Twitter that Gladwell and James have a 400-meter head-to-head race.
"Let's start by asking for a (five kilometre race) and see if he goes for it," Gladwell tweeted in response to the suggestion.
It has the makings of a real David vs. Goliath story - the self-described "skinny Canadian" versus the muscle-bound, 6-foot-8, 260-pound Akron, Ohio native. Per NBA Stats, James averaged 2.36 miles in a league-high 37.8 minutes per game - though that pace is obviously not indicative of his potential in an end-to-end footrace.
"I'm dead serious," Gladwell reiterated, though he altered the distance. "One mile. Anywhere. Anytime. Me vs. LeBron. All proceeds to charity."
This possible endeavor from Gladwell is no outlier from his usual line of interest. In his published work, Gladwell often tackles social phenomenon that seem to contradict general perceptions and common knowledge.