Photo Credit:Michael Reaves/Getty
LeBron James left fans stunned and frustrated after what many believed to be his retirement announcement turned out to be an advertisement. The
40-year-old NBA legend posted a cryptic video on social media on Monday, October 6, teasing “The decision of all decisions. October 7th. 12pm
EST” with the hashtag #TheSecondDecision, referencing his famous 2010 announcement about leaving the Cleveland Cavaliers for the Miami Heat. With his Los Angeles Lakers contract set to expire at the end of the coming season, speculation spread quickly that the NBA’s all-time leading scorer was preparing to hang up his jersey.
Fans and reporters alike went into overdrive. Lakers beat reporter Harrison Faigen reminded followers that James had previously partnered with Amazon Prime, while TickPick reported that ticket prices for Lakers games skyrocketed from $85 to $445 within hours of the post. Many fans,
thinking this might be LeBron’s last season, scrambled to grab tickets before the official announcement.
When the clock struck noon on October 7, the highly anticipated “decision” was revealed, and it was not about basketball. Instead, James appeared in an ad for Hennessy VSOP. “Well, everyone’s on pins and needles across the country,” a host in the ad said, before asking James, “You ready to go, LeBron? Where’s the powder?” referencing his signature pre-game ritual. James smiled and replied, “I left the powder at home. It’s gonna be tough, but this fall, I’m taking my talents to Hennessy VSOP.” He then explained that the partnership would help him “win more,” not on the court but in life, listing wins in “hosting, having a good time, making friends, and creating memories.”
The response online was immediate. Fans, relieved that James was not retiring, also blasted the stunt as “corny” and “a massive L.” One user wrote, “There’s no way you called it ‘The Second Decision’ and it’s just an ad, fire the marketing team.” Others called the campaign “a cash grab” and “nasty work,” with some saying they nearly spent money on tickets thinking it would be his final season. A few, however, admitted they saw the twist coming, noting it “was always going to be an ad.”
