LeBron James had fans buzzing once again with talk of a major announcement — teasing it as “the decision of all decisions.” Naturally, the internet lit up with speculation. Retirement? Team change? A new career move?
As it turns out, the Los Angeles Lakers star was setting the stage for a new ad campaign — and a clever nod to his iconic 2010 “The Decision” broadcast where he revealed he was taking his talents to the Miami Heat.
This time, the announcement came in collaboration with Hennessy, the luxury cognac brand LeBron has worked with for years. Originally scheduled for noon ET, the reveal was released early due to changes in James’ training schedule. In a short video, LeBron delivers the punchline with familiar flair:
“This fall, I’m going to be taking my talents to Hennessy V.S.O.P.”
Even the setup of the video mirrors his 2010 TV special — James walking toward a chair and sitting opposite another man, evoking the moment he sat down with broadcaster Jim Gray 15 years ago.
A Limited-Edition Bottle Fit for a King
As part of the campaign, Hennessy is launching a limited-edition orange V.S.O.P. bottle featuring LeBron’s name and his signature “crowning” gesture — a tribute to his “King James” nickname.
“Where the first moment marked a pivotal career move, this second decision celebrates a creative reunion and shared cultural legacy,” said Hennessy in their official release.
Retirement Rumors and Fan Frenzy
LeBron, who turns 41 in December, is entering his 23rd NBA season — making him the league’s oldest active player and setting yet another record. Since he’s not currently under contract for the 2025–26 season, fans were quick to speculate this might be a retirement announcement.
Ticket prices for the Lakers’ final regular-season game in April spiked dramatically, with hopeful fans looking to witness a potential farewell.
In the end, the “decision” was a clever blend of nostalgia, marketing, and LeBron’s enduring cultural impact.
As he says at the end of the video:
“I like my decision.”
