A Los Angeles Lakers fan has filed a small claims lawsuit against LeBron James, claiming the NBA star misled him with what turned out to be a marketing stunt. The fan, identified as Andrew Garcia, says he spent $865.66 on tickets because he believed James would announce his retirement — but instead the “big reveal” turned out to promote a cognac brand.
Garcia’s complaint accuses James of “fraud, deception, misrepresentation, and any and all basis of legal recovery.” In the suit, Garcia states, “I wouldn’t have purchased it if he wasn’t going to retire. Plain and simple.” He says that he bought two tickets for the Lakers’ March 31, 2026, game against the Cavaliers under that assumption.
James initially teased what he called “The Decision of all Decisions” in a cryptic social media post with the hashtag #TheSecondDecision, stirring fierce speculation. Many believed he would announce a career change or retirement. Instead, the reveal was a video promoting Hennessy VSOP. In the video, James says, “This fall, I’m taking my talents to Hennessy VSOP,” framing his next phase as about hosting events, connecting, and “making memories,” not basketball.
One interlocutor in the ad asks James, “You ready to go LeBron? Where’s the powder?” To which James replies, “I left it at home.” Then he adds, “It’s gonna be tough … but this fall, I’m taking my talents to Hennessy VSOP.”
When the reveal became public, many fans expressed frustration. Some called the promotion a “cash grab,” “corny,” or a bait-and-switch. Others defended it as clever marketing. Branding analysts remain divided, with some calling the execution tone-deaf and others calling it bold in a cluttered media environment.
James has not publicly addressed the lawsuit. His representation, Klutch Sports, declined to comment. Hennessy referred inquiries to its press desk, saying the campaign aligns with James’ existing brand collaborations.
Legal and Public Relations Risks
Legal experts say the case could hinge on whether a fallacious expectation was created, and whether that expectation is legally actionable. Small claims courts often favor clearly demonstrated damages. This lawsuit, seeking less than $1,000, may proceed on a fast track.
Meanwhile, PR observers warn celebrities engaging in stunts must balance drama with clarity. As one branding consultant put it, reviving a controversial moment like the 2010 “Decision” requires precision: “If you made a bad movie, typically you don’t have a sequel.”