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LeBron James Reveals New “Decision” --Partners with Hennessy for Special Edition Launch

Posted : 08 October 2025

Los Angeles Lakers superstar LeBron James stirred excitement earlier this week after teasing that he would make a major announcement on Tuesday. Many fans were quick to recall his famous “decision” moment from July 2010, when he revealed he was leaving the Cleveland Cavaliers to join the Miami Heat.

 

While the reveal was expected at noon ET, Hennessy — the cognac brand James has long partnered with — released the news about 90 minutes early. The brand explained that the timing was adjusted due to changes in James’ training schedule.

 

In a promotional clip, James declared, “This fall, I'm going to be taking my talents to Hennessy V.S.O.P.,” echoing the same phrase he used 15 years ago when announcing his move to Miami. The campaign marks the release of a limited-edition orange bottle featuring James’ name and his signature “crowning” gesture — a tribute to his “King James” nickname. Hennessy described the collaboration as a celebration of “a creative reunion and shared cultural legacy.”

 

Before the reveal, James had teased fans on social media by posting that he would soon make “the decision of all decisions.” The short video accompanying the post showed him walking toward a chair and sitting across from another man, a visual callback to his 2010 televised announcement with broadcaster Jim Gray.

 

The cryptic post quickly set social media abuzz. Many speculated that James, who turns 41 in December and is entering his record-breaking 23rd NBA season, might be preparing to announce his retirement. Ticket prices for the Lakers’ final regular-season game in April skyrocketed on resale sites as fans anticipated a possible farewell season.

 

However, others correctly guessed that the post hinted at a marketing collaboration rather than a career announcement. The ad concluded with James saying, “I like my decision,” confirming that this latest “Decision” was all about his partnership with Hennessy — not a farewell to basketball.

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