Stephen A. Smith is keeping receipts on LeBron James after his Hennessy ad went viral. On First Take, the ESPN host joked that if LeBron struggles when it matters most this season, the commercial will be the first thing that comes to mind.
“This was corny as hell, it was cringey, it was all of that,” said Smith. “You’re promoting an alcoholic beverage and trying to give people the impression that this may be your final season. Compare that to Jordan saying ‘I’m back.’ I don’t understand why [LeBron] would stoop to trying to draw attention to himself other than winning a championship. If you play like garbage at any point in time when it really, really counts, I’m going to think about that Hennessy commercial and wonder if you were drinking something before the game.”
James, 40, has been teasing retirement all summer and it’s no secret that he’s entering the final year of his deal. As a free agent in 2026, fans have theorized that he could announce his retirement now to secure a full sendoff in his final season. It would be a fitting end for the four-time champion, and one that would dramatically change the NBA. Still, for now, he hasn’t made any formal announcement.
In fact, LeBron used the moment as an opportunity to help market his new drink with Hennessy. While it might seem like a harmless move, it’s been met with fierce criticism online. By promoting the announcement as “The Second Decision” James teased at a major move and people around the world were preparing to either celebrate or mourn the end of his legendary career.
Instead, LeBron capitalized on the moment and drew in crowds just to promote his new drink. It was an advertisement, and James had essentially tricked everyone into watching it as if it were major news. It sparked outrage among the fans and media, including Stephen A. Smith, who said the stunt was “cringey” and “corny.”
For Smith, James pulling this move would be like Michael Jordan teasing a comeback with the Chicago Bulls only to then take it back before he ever steps foot on the court. It’s attention-seeking behavior from LeBron James, and a bad way to take advantage of the fans who have been supportive for over 20 years.
Obviously, LeBron has no remorse about his actions but they might impact how he’s viewed going forward. Even after 22 seasons, LeBron is facing the pressure to perform and guys like Stephen A. will be waiting to call him out on every mistake. The key to success at this point is staying healthy and avoiding any more drama that might become a distraction. Last season, in 70 games, James averaged, 24.4 points, 7.8 rebounds, and 8.2 assists per game on 51.3% shooting. He’ll be turning 41 on December 30.
LeBron has been through plenty of criticism before, but this time the backlash hits differently. His every move is magnified at this stage of his career, and antics like this only add to the noise surrounding his final years. For someone chasing one last ring, the best response will always be winning. If LeBron can stay healthy and lead the Lakers deep into the playoffs, this entire Hennessy controversy will fade fast. But if he slips, Stephen A. and everyone else will be right there to remind him.
