Notice the montage of scenes from Joe's life, each likeness with spiky hair and a smile. There's Joe scoring in water polo (bottom left). Top right is Joe winning a Junior Nationals event when he was 17. Bottom right: looks like he's underhand serving a volleyball? Top left: Joe with undisclosed female (me?). And top center, the family man with wife and gaggle of children.
My favorite is the "TM" indicating James is trademarking this idea.