Overview

• On Oct. 7, Hennessy unveiled a spoof of James’ 2010 TV special in which he quips he is “taking his talents to Hennessy VSOP,” alongside a limited‑edition cognac bottle tied to the Lakers star.
• The reveal confirmed there was no retirement news, as James continues toward a record 23rd NBA season at age 40.
• Anticipation of a possible farewell drove up Lakers ticket prices before the ad dropped, followed by widespread fan and commentator backlash once the promotion was revealed.
• James amplified the campaign by reposting the ad with a winking emoji, continuing a recent pattern of cryptic teasers that culminate in commercial tie‑ins.
• Lakers coach J.J. Redick described a cautious ramp‑up for James’ preseason workload as part of a “long game,” with reporting indicating he may skip all six preseason games.