Gilbert Arenas has never been one to hold back, and this time, he’s come to LeBron James’ defense amid backlash over the superstar’s new partnership with Hennessy. LeBron recently caused a stir when he teased a mysterious “second decision” announcement, only for fans to discover it was an endorsement deal with the liquor brand. Many felt misled, expecting a retirement speech or major career move, but for Arenas, the outrage is misplaced.
On his No Chill Gil podcast and later on X, Arenas fired back at critics, reminding them that other NBA legends, including Michael Jordan, had their own off-court ventures and indulgences. He wrote,
“Everybody mad at Bron for promoting Hennessy in year 23 like MJ didn’t have Hanes, Gatorade, and cigars in rotation. Greatness don’t clock out. Bron just adding bottles to the legacy.”
In the attached video, Arenas expanded on his point with his trademark blend of humor and logic.
“It’s year 23, I mean goddamn, like what are you expecting that you didn’t expect from the rest of your GOATs? Kareem Abdul-Jabbar, right? MJ. You were just happy they made it to the gym, let alone trained and got on the court and actually put in work. So, the fact that he’s done 22 years of promoting the NBA and then you get mad cuz he promotes himself for… come on, man.”
Arenas’ argument centers on respect for longevity. LeBron, who’s entering his 23rd NBA season at age 40, remains a cornerstone of the Los Angeles Lakers and continues to play at an All-NBA level, something almost unheard of for players his age. Last season, he averaged 24.4 points per game, still one of the top scorers in the league. Arenas believes that after two decades of elevating the NBA’s global profile, LeBron has earned the right to make business decisions that benefit himself.
The comparison to Michael Jordan and his “cigars in rotation” was deliberate. Arenas pointed out the hypocrisy in glorifying Jordan’s off-court vices while criticizing LeBron for promoting a brand deal.
Jordan, of course, was the face of multiple brands throughout his career, and his affinity for cigars became a cultural staple.
Kareem Abdul-Jabbar, another all-time great, endorsed everything from sports drinks to political causes late into his career. For Arenas, the criticism of LeBron is less about the product and more about unrealistic expectations placed on him.
Fans, he argued, want LeBron to be both a perfect athlete and a perfect role model, even after 22 seasons of doing everything right, setting records, winning championships, building schools, and avoiding off-court scandals.
Still, the controversy wasn’t entirely about the endorsement itself. Much of the backlash stemmed from the way LeBron framed the announcement.
The “second decision” teaser, which echoed his 2010 “Decision” special, led many fans to believe a monumental basketball moment was coming, perhaps retirement or a shocking team switch. Instead, it was a marketing reveal. Some saw it as misleading; others, as clever promotion.
Arenas, however, dismissed the outrage, saying LeBron simply knows how to generate buzz. He also emphasized that while people may nitpick LeBron’s every move, his consistency as a player and person is unmatched.
The reaction online to Arenas’ defense has been mixed. Some fans agreed, saying that LeBron’s endorsement choices are his business and that the criticism is exaggerated. Others felt that, given LeBron’s influence on younger fans, aligning with an alcohol brand sends the wrong message.
But Gilbert Arenas’ larger point stands: greatness doesn’t clock out. LeBron’s Hennessy deal is just the latest chapter in a career defined by excellence, endurance, and evolution. Whether it’s a bottle, a school, or a sneaker, everything he touches adds another layer to his legacy.
