LeBron James has pulled off some dramatic stunts in his career, but this one might top them all. After teasing what he called “The Second Decision” complete with cinematic flair, cryptic captions, and a callback to his infamous 2010 ESPN special, the world braced for a bombshell announcement. Retirement? A move overseas? The launch of a new league?
Nope.
It was a Hennessy ad.
At precisely noon on October 7, LeBron revealed that “The Decision of All Decisions” was the extension of his partnership with Hennessy, unveiling the Hennessy V.S.O.P Limited Edition by LeBron James. The four-time MVP and 23-year NBA veteran even parodied his original 2010 line with perfect comedic timing:
“This fall, man, this is tough… In this fall, I’m going to be taking my talents to Hennessy V.S.O.P. I feel like it’s going to give me the best opportunity to win more at hosting, at impressing guests, at making memories. I like my decision.”
The Decision has been made. Cheers to year 23.@KingJames #HennessyxLeBron #TheSecondDecision #HennessyVSOP pic.twitter.com/WnXMZTiEPS
— Hennessy (@Hennessy) October 7, 2025
And just like that, chaos erupted online. Fans went from emotional to furious to laughing in disbelief within minutes.
One fan wrote, “Greatest troll of all time.”
Another wasn’t as forgiving: “LeBron… never ever ever pull this stunt again.”
Some people took it even harder. “Bruh really made Laker tickets skyrocket with that dramatic ‘decision’ trailer,” one fan said.
“Had everybody thinking it was his last season, just to find out it was a Hennessy promo 😭 Cheapest Laker ticket went from $85 to $550. Not cool.”
Another fan simply couldn’t believe it: “Don’t ever do that shit again, buddy.”
Then came the jokes. One user tweeted, “That lemon twist garnish is Hall of Fame level stuff.”
Another said, “This ain’t even funny, bruh. I was waiting on you to quit your job and you mean to tell me you just wanted to tell us you like to get drunk off the Henn? Man, f** you.”
Someone else chimed in: “BRON, I JUST FELL TO MY KNEES AT WALMART.”
Meanwhile, one poor fan apparently took it way too seriously.
“I called out of work today, LeBron. Not cool.”
And another summed up the general feeling of the night: “Bruh, ain’t no way I thought you were retiring 😭 Don’t scare me like that again, King.”
For 24 hours, the entire basketball world had been convinced LeBron was about to drop the biggest announcement of his career. He’d sat center court in a dimly lit gym, staring across from a shadowy figure as text appeared: “The Decision of All Decisions. October 7. 12 p.m. EST.”
The video’s tone, shot composition, and callback to 2010’s The Decision were spot-on, almost too perfect. Within hours, Lakers ticket prices skyrocketed across resale markets. The cheapest seat for the team’s final home game reportedly jumped from $82 to $580, with premium listings exceeding $750. Fans believed this was LeBron’s retirement tour.|
In truth, the move was pure LeBron marketing genius. The 40-year-old is entering his 23rd NBA season, and few athletes have ever wielded such control over public attention. Whether fans loved it or hated it, they were all watching and talking.
The original Decision in 2010 may have changed basketball forever, but The Second Decision proved something else: LeBron James can still break the internet without dribbling a basketball.
So while fans may feel fooled, one thing’s for sure, LeBron’s still the king of showtime.
