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2h ago

LeBron James Sets Noon ET ‘Second Decision’ Reveal, Raising Questions Over Retirement or Marketing Play

The tease echoes his 2010 TV special, with timing on Amazon’s Prime Day fueling doubts it signals retirement.

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)
Lebron James #23 of the Los Angeles Lakers looks on against the Golden State Warriors during a time out in the second half of a preseason NBA game at Chase Center on October 05, 2025 in San Francisco, California.

Overview

  • James posted a nine–ten second video on X showing him walking to a chair opposite an unidentified interviewer with the caption, “The decision of all decisions. October 7th. 12pm EST. #TheSecondDecision.”
  • Outlets report no confirmed details of the announcement, with speculation split between a retirement-related update and a commercial reveal tied to an endorsement.
  • Skepticism stems from a June cryptic post by James that turned out to be an Amazon promotion, and the new timing coincides with Prime Day.
  • At 40, James is preparing for a record 23rd NBA season on an expiring deal that could leave him an unrestricted free agent after the year.
  • The teaser drew millions of views within hours, and one ticket marketplace reported a surge in prices for the Lakers’ season finale following the post.