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1h ago

LeBron James Schedules 'The Second Decision' for Tuesday in 2010 Throwback

Speculation centers on retirement versus a marketing reveal.

LeBron James teases ‘decisions of all decisions’ as fans wonder if he’s set to retire before Lakers season
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SAN FRANCISCO, CALIFORNIA - OCTOBER 05: Lebron James #23 of the Los Angeles Lakers looks on against the Golden State Warriors during a time out in the first half of a preseason NBA game at Chase Center on October 05, 2025 in San Francisco, California. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Thearon W. Henderson/Getty Images)
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Overview

  • James posted a 10-second video and caption setting an Oct. 7, 12 p.m. ET announcement under the hashtag #TheSecondDecision, echoing his 2010 TV special.
  • Neither James nor the Lakers have disclosed the subject, with coverage framing retirement, a farewell-season plan, or a team move as unconfirmed possibilities.
  • Reporters also highlight a marketing scenario tied to the start of Amazon’s Prime Day, noting his June retirement-style tease resolved as a Prime Day ad, unlike Monday’s post which lacked an #ad tag.
  • The 40-year-old enters an NBA-record 23rd season in the final year of his deal after averaging 24.4 points, 7.8 rebounds and 8.2 assists last season, and he has said the end is “sooner than later.”
  • Secondary-market prices jumped within hours, with TickPick showing the April 12 home finale rising from about $85 to $445 and SeatGeek listing a low of $821, according to reports.