What was teased as a potentially career-defining moment for LeBron James turned out to be nothing more than a marketing stunt, and ESPN’s Stephen A. Smith is not letting it slide.
Earlier this week, LeBron had the basketball world buzzing after cryptically teasing a “Decision 2.0” announcement, a direct callback to his infamous 2010 ESPN special where he revealed his move to Miami. Fans speculated wildly: Was he retiring? Demanding a trade? Announcing a farewell tour?
Instead, the reveal was a Hennessy ad campaign, unveiling a limited-edition cognac bottle in collaboration with the Lakers star.
On First Take, Smith blasted the move, calling it a poor decision that trivialized one of the most controversial moments of LeBron’s career.
“I didn’t understand why LeBron would invoke The Decision just to sell a product,” Smith said. “That original announcement in 2010 damaged his reputation for years. To go back to that well for an ad? It’s cringey, it’s tone-deaf.”
Smith went further, warning that the stunt could haunt LeBron if the Lakers struggle this season.
“If you play like garbage at any point in time when it really, really counts, I’m going to think about that Hennessy commercial and wonder if you were drinking something before the game,” he joked.
Stephen A. Smith calls out LeBron for his ad
“If you play like garbage at any point in time when it really really counts, I’m going to think about that Hennessy commercial and wonder if you were drinking something before the game”
— NBACentral (@TheDunkCentral) October 8, 2025
LeBron, now entering his 23rd NBA season at age 40, remains the league’s oldest active player and is still performing at an elite level. But with his future beyond this season uncertain, any hint of a “decision” carries enormous weight.
The fact that ticket prices for the Lakers’ final regular-season game spiked immediately after his teaser post shows just how seriously fans took the possibility of retirement.
For Smith, the issue isn’t the cognac partnership itself, it’s the way LeBron chose to frame it. For LeBron, the controversy may be little more than proof that, even at 40, he still has the power to dominate headlines with a single post.
