Overview

• James’s Oct. 6 teaser on X promised “the decision of all decisions” with #TheSecondDecision, echoing his 2010 TV special.
• The Oct. 7 reveal showed a Hennessy collaboration promoting a limited‑edition cognac, with the brand confirming the partnership.
• Resale prices for the April 12, 2026 Lakers–Jazz game surged, with the cheapest seats topping about $770 and some listings above $8,000.
• Outlets report the post was advertising rather than a retirement or team move, and James remains with the Lakers for his 23rd NBA season.
• The campaign drew criticism for its staging and for prompting purchases tied to unfounded assumptions about a farewell announcement.