06/06/2014 03:35 pm ET Updated Jun 06, 2014

Kobe Used LeBron's Cramps To Sell His Own Sports Drink

Andrew D. Bernstein via Getty Images

When LeBron James cramped up, Kobe Bryant saw an opportunity.

Bryant made a conspicuous pitch for sports drink BodyArmor on Instagram just hours after James was forced to leave Game 1 of the 2014 NBA Finals against the Spurs late in the fourth quarter because of severe cramps. Earlier this year, Bryant told Forbes that he invested a "substantial" amount in the sports drink company.

"Pro and college players should be allowed to CHOOSE what sports drink hydrates them the best and not be FORCED to drink LEAGUE SPONSORS. #AthletesChoice 2 much on the line for cramping #UpgradeYourSportsDrink @drinkbodyarmor #AthletesFirst," Kobe wrote, managing to turn what could have just been some more LeBron trolling into a swipe at the NBA.

In a busy night for sports drinks on social media, the official @Gatorade account trolled James on Twitter following his exit.