For 24 hours, the basketball world braced itself for another seismic LeBron James announcement. The four‑time MVP teased fans with a cryptic post promising “the decision of all decisions” on October 7 at noon, instantly sparking speculation about retirement, a trade demand, or even a farewell tour.
Instead, the reveal was something entirely different: a Hennessy campaign.
The announcement unveiled the Hennessy V.S.O.P Limited Edition by LeBron James, a bold orange‑bottled collector’s release celebrating the partnership between the NBA icon and the world’s leading cognac brand. The campaign was cheekily titled “The Second Decision”, a direct nod to LeBron’s infamous 2010 ESPN special when he declared he was “taking my talents to South Beach.”
The Decision has been made. Cheers to year 23.@KingJames #HennessyxLeBron #TheSecondDecision #HennessyVSOP pic.twitter.com/WnXMZTiEPS
— Hennessy (@Hennessy) October 7, 2025
This time, however, the only move was from the court to the cocktail hour.
“It’s an honor to continue this partnership with Hennessy,” LeBron said in a press release. “Our first collection was about a shared pursuit of excellence and boundary pushing, and this new limited edition is another chapter in that story. The design features my crowning gesture, which is special for me and stands for celebration and connection. That’s what this bottle is made for.”
The internet, of course, had a field day. Many fans admitted they had braced for a retirement bombshell, only to be met with a liquor ad. But while many felt duped, the campaign achieved its goal: maximum attention. By playing off one of the most iconic moments in sports media history, LeBron and Hennessy ensured the collaboration would dominate headlines well beyond the spirits industry.
At 40 years old and entering his 23rd NBA season, LeBron continues to balance his on‑court legacy with off‑court ventures that expand his cultural footprint. “Decision 2.0” may not have changed the NBA landscape, but it reinforced his status as one of the most marketable athletes in history, capable of turning even a product launch into a global spectacle.
The mere hint of a potential retirement was enough to send ticket prices for the Lakers’ final regular-season game against the Utah Jazz soaring from under $85 to well over $400 within hours.
Ticket prices for the Lakers’ final regular-season home game have absolutely skyrocketed — the cheapest seat is now going for $445 when they face the Utah Jazz.
Just hours ago, those same tickets were only $85… until LeBron’s tweet sent prices through the roof.
(Via @TickPick… pic.twitter.com/yIAKrkCbnx
— NBACentral (@TheDunkCentral) October 6, 2025
