LeBron James had NBA fans on edge this week after teasing a mysterious announcement he called “The Second Decision.”
But instead of revealing retirement plans, a farewell tour, or even a blockbuster move, the 40-year-old Lakers star simply dropped a new Hennessy advertisement.
When James posted the teaser on X, fans instantly jumped to conclusions.
Many believed he was set to announce his final season, especially with this being his record 23rd year in the league. The buzz sent ticket prices for the Lakers’ last regular-season home game soaring 423 percent, jumping from $85 to $445, according to TickPick.
— LeBron James (@KingJames) October 7, 2025
Turns out, the entire thing was a marketing stunt.
The commercial, complete with dramatic buildup and a shirt resembling the one he wore for his original “Decision” back in 2010, ended with James calmly saying, “I like my decision.”
It was clever, sure, but it left plenty of fans and reporters shaking their heads.
“It was some clever marketing by LeBron and Hennessy — right down to him wearing a shirt that looked a lot like the one he wore for the first decision — and it worked,” One Yahoo Sports writer put it. “People are talking. We’re writing about it.”
Not everyone was amused. Another columnist compared the stunt to Michael Jordan’s iconic “I’m back” moment from 1995, writing, “Jordan didn’t tease his fans like that, didn’t screw with their heads (and their wallets) for the sake of some cheap ad hype.”
James has yet to comment on the backlash, and nobody knows when he actually plans to retire. What is clear is that the Lakers star still knows how to dominate a news cycle, whether it’s on the court or through a single post on social media.
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