LeBron James sparked widespread backlash Monday night after teasing a career-defining announcement. Instead, he revealed a marketing stunt. Fans felt misled. Critics called it tone-deaf and manipulative.
In a short video posted to social media, the Lakers star captioned it “The decision of all decisions. October 7th. 12pm EST,” with the hashtag #TheSecondDecision. Many observers believed he would announce retirement or a career change.
When noon arrived, the reveal turned out to be a promotional video for Hennessy V.S.O.P. In the ad, James says, “This fall, I’m taking my talents to Hennessy V.S.O.P”. He framed the partnership in playful terms: “win at hosting, win at making memories”.
Fan Fury and Branding Backlash
Social media exploded. One fan wrote, “There’s no way you called it the second decision and then it’s an advertisement … that is over level 9000 corny.” Another commented, “I almost dropped a major bag on tickets thinking my dawg was retiring man. Who tf okay’d this!?” Many called the stunt a “cash grab” and “nasty work.”
Branding experts, however, were split. Some saw the campaign as clever disruption. Others judged it a public-relations misstep. “You wouldn’t expect this kind of move from LeBron,” said Chris Rosica, a PR executive. Meanwhile, Scott Harkey of OH Partners questioned the wisdom of reviving the “Decision” narrative: “If you made a bad movie, typically you don’t have a sequel.”
Another strategist, Omar Quiñones, argued the homage was intended to reclaim a controversial moment. Still, he felt the campaign lacked payoff for hardcore fans.
Stakes and Aftermath
The stunt had immediate consequences. Ticket prices for the Lakers’ season finale surged, as some buyers assumed they would witness something historic. The ad also includes a limited-edition cognac bottle featuring James’ name and “crowning” motif.
For now, James remains an active NBA player and has not confirmed any change to his playing future. While the stunt was polarizing, it succeeded at one thing: dominating the headlines.