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39m ago

LeBron James’ ‘Second Decision’ Is a Hennessy Collaboration, Not a Retirement Call

The reveal turned out to be a cognac promotion that used retirement intrigue as marketing.

LeBron James teases ‘decisions of all decisions’ as fans wonder if he’s set to retire before Lakers season
LeBron James' Fake Retirement Announcement / Hennessy x LeBron James Ad
Image
LeBron James of the Los Angeles Lakers. (Photo by Thearon W. Henderson/Getty Images)

Overview

  • Hennessy confirmed the tie-in with a post saying, “The Decision has been made. Cheers to year 23,” promoting a limited-edition V.S.O.P. bottle with James.
  • James’ teaser echoed his 2010 TV special, prompting widespread speculation that he might announce retirement.
  • Fan reaction skewed negative after the ad reveal, with many criticizing the build-up as a bait-and-switch.
  • Ticket-market reports indicated Lakers prices jumped after the teaser as some anticipated a farewell announcement.
  • James, 40, is set to play a record 23rd NBA season for the Lakers, and his plans beyond this year remain open.