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Lebron James starting his annual social media blackout during playoffs.
Cleveland Cavaliers forward LeBron James (23) passes the ball during the first half of an NBA basketball game against the Washington Wizards, Friday, Feb. 20, 2015, in Washington. The Cavaliers won 127-89. (AP Photo/Nick Wass)

Lebron James starting his annual social media blackout during playoffs.

If the Cleveland Cavaliers knock the Indiana Pacers out of the first round of the NBA Playoffs, don’t expect a fired-up tweet from LeBron James. If the Cavs power through to the Eastern Conference Finals, you won’t see a celebration photo on Instagram.

As has been the case since 2012, LeBron James is going dark on social media for the NBA playoffs.

The three-time champion made as much clear late Friday evening, when he posted one last time before the Cleveland Cavaliers begin their postseason quest to repeat as champions:

The obvious reason for doing this is to remain focused and be free of unnecessary distractions, as the Cavs kick off their 2017 playoff appearance with Game 1 against the Pacers at 3 p.m. ET on Saturday.

But during the 2015 NBA playoffs, James explained why he goes into “Zero Dark Thirty” mode.

Via the Associated Press:

“I don’t have no phones, no social media, I don’t have anything,” James said following Tuesday’s morning shootaround as the Cavs prepared to host the Boston Celtics in Game 2. “I don’t care about nonsense. There’s too much nonsense out there. Not during this time, this is when I lock in right now and I don’t need nothing creeping into my mind that don’t need to be there.”

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