LeBron James recently unveiled a new venture, reminiscent of his past “decision” announcements. The basketball icon hinted at a special announcement coming on Tuesday, a nod to his famous 2010 decision to join the Miami Heat.
Originally scheduled for noon Eastern time, the announcement was prematurely made public by Hennessy, a brand James has long been affiliated with. The brand cited a shift in James’ training schedule as the reason for the early release.
In a video clip, James revealed his upcoming collaboration with Hennessy V.S.O.P, using language reminiscent of his iconic “take my talents to South Beach” declaration from 15 years ago. Hennessy disclosed plans to launch a limited edition orange bottle featuring James’ name and his signature gesture, symbolizing a creative partnership and shared cultural legacy.
Teasing the campaign on social media, James hinted at making “the decision of all decisions.” The teaser video showed James approaching a chair opposite another individual, drawing parallels to his initial decision announcement with Jim Gray.
Speculation ran rampant on social platforms following James’ teaser post, with many speculating about his future plans. As the NBA’s leading scorer and its oldest active player, James, nearing 41, is set to break a league record with his 23rd season. With his contract expiring, fans speculated if this could be a prelude to a retirement announcement.
The hype surrounding James’ announcement also drove up ticket prices for the Lakers’ final regular-season game, as fans braced for a potential farewell from the iconic player. Social media chatter correctly predicted that James’ “decision” would involve a new advertising campaign.
In the advertisement, James confidently concludes, “I like my decision,” showcasing his excitement for the new partnership.