LeBron James recently made a new announcement, reminiscent of his past “decision,” but this time it was revealed to be an advertisement. The basketball star from the Los Angeles Lakers had hinted at sharing news on Tuesday, playing on his famous decision to join the Miami Heat back in July 2010.
Originally planned for a noon Eastern release, the announcement by Hennessy, a brand James has been associated with, was made public about 90 minutes early. The brand explained that James’ training schedule had shifted, prompting the alteration in the release timing.
In a video clip, James revealed, “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” line from his Heat announcement 15 years ago. Hennessy disclosed the launch of a limited edition orange bottle featuring James’ name and his signature gesture, symbolizing his “King James” nickname. The brand emphasized a creative reunion and shared cultural legacy in the release.
Teasing the campaign on social media, James hinted at making “the decision of all decisions.” The teaser video depicted him walking towards a chair, reminiscent of his first “decision” setup when he sat across from broadcaster Jim Gray to announce his move to the Heat.
Speculation ran rampant on social media following the teaser post, with many wondering if this would signal James’ retirement plan, given his age and contract status. Ticket prices for the Lakers’ final regular-season game in April skyrocketed as fans anticipated a potential retirement announcement by James.
The social media buzz correctly predicted that James’ latest “decision” would involve an ad campaign. Concluding the ad, James confidently states, “I like my decision.”
