Overview

• James’ video spoof announced a Hennessy partnership, with a spot declaring he is "taking his talents to Hennessy VSOP."
• Hennessy rolled out a limited-edition Hennessy V.S.O.P x LeBron James bottle tied to the campaign.
• The tease fueled retirement speculation and helped drive reported spikes in Lakers ticket prices before the reveal.
• Fan and media reaction skewed negative after the ad dropped, with many saying the setup was misleading.
• There is no retirement announcement, and the Lakers are managing James’ ramp-up for a record 23rd season under coach J.J. Redick’s "long game" approach.