The Los Angeles Lakers star teased that he would have something to say Tuesday. The “decision” reference is a nod to how he announced in July 2010 that he was joining the Miami Heat.
“This fall, I’m going to be taking my talents to Hennessy V.S.O.P.,” James said in the clip. Even the wording he used in that announcement mirrored how he announced that he was joining the Heat 15 years ago.
Hennessy announced that it would be releasing a limited-edition orange bottle featuring James’ name on the label and his signature “crowning” gesture — a nod to his “King James” moniker. “Where the first moment marked a pivotal career move, this second decision celebrates a creative reunion and shared cultural legacy,” Hennessy said in the release announcing the move.
James teased the campaign by posting on X that he would be making “the decision of all decisions.” The short video shows him walking toward a chair, then taking a seat opposite another man seated a few feet away — mildly reminiscent of the setup for his first “decision” when he sat opposite broadcaster Jim Gray for a televised announcement of the news that he was joining the Heat.
Ticket prices for the Lakers’ final regular-season game in April soared Monday on secondary markets, with fans willing to spend big money in case James does decides this season is his last.
There were also many guesses on social media — correct ones, it turned out — that the latest “decision” would be James participating in an ad campaign of some sort.
LOS ANGELES — LeBron James had another “decision” to announce. Turns out, it was an ad.
“I like my decision,” James says at the end of the ad.
LeBron not sweating contract, excited for season (0:49)LeBron James is excited about his Lakers squad this season and isn’t sweating being in a contract year. (0:49)