LeBron James’ ‘Second Decision’: Extended Partnership With Hennessy

LeBron James didn’t announce the end of an era. He announced a bottle.

After days of speculation around a cryptic teaser labeled “The Second Decision,” the Los Angeles Lakers star revealed on Oct. 7 that the buzz was about his latest collaboration with Hennessy—not retirement.

In a promo that cheekily mirrors his 2010 special The Decision, when LeBron left Cleveland for Miami to join Dwyane Wade and Chris Bosh—James declares he’s “taking [his] talents to… Hennessy.”

The rollout introduces the Hennessy V.S.O.P Limited Edition by LeBron James, set to hit select markets this month, extending a partnership that began in 2024. “It’s an honor to continue this partnership with Hennessy,” James said in a statement.

“Our first collection was about a shared pursuit of excellence and boundary pushing, and this new limited edition is another chapter in that story. The design features my crowning gesture… That’s what this bottle is made for.”

The misdirection had real-world effects. Before the reveal, resale markets saw a rush on tickets for what many imagined could be LeBron James’ last regular-season home game. Prices for the Lakers’ April 26, 2026 matchup with the Utah Jazz reportedly spiked from about $82 to $850 for the cheapest seat after the teaser dropped.

Far from exiting, James is entering Year 23, set to surpass the NBA longevity mark he currently shares with Vince Carter (22 seasons). The Lakers open their regular season on Oct. 21 against the Golden State Warriors at Crypto.com Arena.

For now, the only decision in play is on the shelf: a limited-edition cognac with LeBron’s imprint, and a marketing feint that had the sports world hanging on every word.