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LeBron James fools everyone with ‘second decision’ announcement

LeBron James leveraged his 'Second Decision' teaser to launch a limited-edition Hennessy V.S.O.P. bottle celebrating his 23rd NBA season, marking a renewed collaboration with the cognac brand.

  • On Tuesday, LeBron James announced his so-called 'Second Decision,' revealing it was an advertisement for his Hennessy V.S.O.P. collaboration, not a retirement.
  • The teaser, echoing 2010, showed LeBron James sitting opposite an unnamed person in a cryptic video that referenced his famous free-agency reveal with Jim Gray.
  • James framed the campaign by saying `This fall, I'm going to be taking my talents to Hennessy V.S.O.P.`, and the limited-edition bottle features his signature crowning gesture, hitting shelves in Australia on November 1.
  • Fans responded by criticizing and mocking the stunt, as ticket demand surged from $82 to $580 for Lakers finale seats, and social media reactions voiced disappointment.
  • Entering his 23rd NBA season and turning 41 in December, James extends his Hennessy partnership dating to 2024 alongside his US$1.3 billion net worth.
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Arizona Daily SunArizona Daily Sun
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LeBron James 'Second Decision': cognac, not retirement

Los Angeles Lakers fans can relax, raise a glass of cognac and toast the continuation of NBA superstar LeBron James' career.

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U.S. News broke the news in New York, United States on Tuesday, October 7, 2025.
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