- Hennessy’s ‘The Second Decision’ ad campaign starring LeBron James blurs the line between genius marketing and squandering public goodwill.
- While the cognac collaboration garnered major attention, certain fans have fallen victim to ticket price gouging.
- If LeBron James were to have retired this year, the Los Angeles Lakers superstar would do so as a four-time NBA champion, 21-time All-Star, and all-time league points leader (42,184 across 59,041 minutes).
For roughly 24 hours, the sporting (and sport-adoring) world held its breath as a cryptic Instagram post from LeBron James, styled as a sequel to his iconic ‘The Decision’ interview circa 2010, hinted at imminent retirement.
From his outfit to the set layout, many had noted there was a suspicious element of theatricality to it. And in the early hours of this morning, the curtains were pulled back to reveal… this was all a marketing stunt.
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Sceptics had initially theorised ‘The Second Decision’ had something to do with Amazon Prime’s Big Deal Days, given both the timing and the Los Angeles Lakers superstar’s affiliation with the e-commerce giant.
We now know it was to promote the second-year collaboration between the 41-year-old and LVMH’s cognac brand Hennessy: specifically, the Hennessy V.S.O.P Limited Edition by LeBron James, available globally from this month (and in Australia from November 1st).
At the heart of this edition is LeBron’s signature “crowning” gesture – “a symbol of elevation and leadership now reimagined on a vibrant orange bottle.” The bold and vibrant colourway is apparently inspired by its key ambassador’s “dynamic spirit, signals a fresh energy, and a new occasion for celebration.” From courtside to cocktail hour.
“I’m proud to continue this partnership with Hennessy,” said LeBron James.
“Our first collection was about a shared pursuit of excellence over time, and this new limited edition is the next chapter of that story. We put a lot of thought into the design that stands for celebration and connection. That’s what this bottle is made for.”
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Cognac aside, ‘The Second Decision’ has certainly sparked a very real debate surrounding brand impact.
Granted, this achieved its objective of garnering widespread international attention. But it may have also left a bad taste in the mouths of fans across the board – fans who, in the social media-driven frenzy, fell victim to soaring ticket prices for the Lakers’ final regular-season game in April via the secondary market (over 700% in some cases).
The cherry on top?
Depending on how much you’re feeling the sting, the closing line of Hennessy’s ‘The Second Decision’ ad, delivered by King James himself, could very well be interpreted as salt in the wound: “I like my decision.”
Keep an eye on select national retailers on November 1st, 2025, for the Hennessy V.S.O.P Limited Edition by LeBron James.
