LeBron James kept NBA enthusiasts buzzing this past week with a teaser for a mysterious announcement he dubbed “The Second Decision.”
However, instead of discussing retirement, a farewell tour, or a significant trade, the 40-year-old Los Angeles Lakers icon merely unveiled a new advertisement for Hennessy.
When James shared the teaser on X, fans quickly speculated about its meaning.
Many speculated he might be announcing his final season, especially since this year marks his record-breaking 23rd in the league. The excitement surrounding the announcement led to a staggering 423 percent increase in ticket prices for the Lakers’ last regular-season home game, which surged from $85 to $445, as reported by TickPick.
— LeBron James (@KingJames) October 7, 2025
Ultimately, the whole scenario turned out to be a marketing ploy.
The commercial, featuring a thrilling buildup and a shirt reminiscent of the one he wore during his original “Decision” in 2010, concluded with James coolly stating, “I like my decision.”
It was clever marketing, no doubt, but it left many fans and journalists scratching their heads.
“This was a clever promotion from LeBron and Hennessy—complete with his shirt choice mirroring the one from the first decision—and it accomplished its goal,” remarked one writer from Yahoo Sports. “People are talking, and we’re writing about it.”
Not all were entertained, though. Another columnist drew parallels between this stunt and Michael Jordan’s legendary “I’m back” announcement from 1995, critiquing, “Jordan didn’t lead his fans on like this; he didn’t toy with their emotions and finances for the sake of an inexpensive ad stunt.”
As of now, James has not responded to the criticism, and his retirement plans remain a mystery. What is evident is that the Lakers superstar still knows how to capture attention, whether on the court or through a simple social media post.
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