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35m ago

LeBron James Sets Oct. 7 Noon ET Reveal for ‘The Second Decision’

The teaser echoes his 2010 TV special to stoke speculation over retirement versus a possible ad.

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 on X and Instagram, writing “The decision of all decisions. October 7th. 12pm EST,” with the hashtag #TheSecondDecision.
  • A 10-second clip shows him sitting across from an interviewer on a basketball court, intentionally mirroring the setup of his 2010 “The Decision.”
  • He has not disclosed the subject, with coverage weighing a retirement or final-season update against a marketing reveal that some link to Amazon’s Prime Day following a similar June #ad tease.
  • The 40-year-old enters a record 23rd NBA season on an expiring contract after averaging 24.4 points, 7.8 rebounds and 8.2 assists last season and earning All-NBA recognition.
  • The post amassed millions of views within hours, with outlets noting the 9 a.m. PT timing and James’ recent comment that the end is “a lot sooner than later.”