LeBron James made a significant announcement, which turned out to be a marketing campaign. The NBA star, playing for the Los Angeles Lakers, hinted at revealing something on Tuesday, reminiscent of his famous 2010 “decision” to join the Miami Heat.
Originally scheduled for a noon Eastern release, the announcement was preempted by Hennessy, a brand James has been associated with for some time, going public about it 90 minutes early. The change in release timing was attributed to a shift in James’ training schedule for the day, according to the brand.
In a video clip, James declared, “This fall, I’m going to be taking my talents to Hennessy V.S.O.P,” echoing his iconic “take my talents to South Beach” phrase used when he joined the Heat 15 years ago. Hennessy disclosed that a limited edition orange bottle featuring James’ name and signature “crowning” gesture, symbolizing his “King James” nickname, would be released.
Teasing the campaign on social media as “the decision of all decisions,” James shared a brief video where he is seen walking towards a chair and sitting opposite another man, reminiscent of his initial “decision” announcement with Jim Gray. Speculation ran rampant on social platforms following the teaser, considering James’ age, status as the NBA’s top scorer, and upcoming milestone of a 23rd season.
As anticipation grew, ticket prices for the Lakers’ final regular-season game in April surged on secondary markets, fueled by fans eager to witness James potentially reveal his retirement plans. Ultimately, it was revealed that James’ latest “decision” was his involvement in an advertising campaign, which he concluded by affirming, “I like my decision.”
