LeBron James recently made an intriguing announcement, which turned out to be a clever advertisement. The basketball superstar had hinted at revealing something important on Tuesday, drawing parallels to his past “decision” in 2010 when he joined the Miami Heat.
Originally planned for a noon Eastern release, the news was prematurely made public by Hennessy, the cognac brand James has long been associated with. James’ training schedule adjustment prompted the brand to unveil the partnership earlier than scheduled.
In a video clip, James declared, “This fall, I’m going to be taking my talents to Hennessy V.S.O.P,” echoing his famous line from 15 years ago when he announced his move to South Beach. Hennessy disclosed a special edition orange bottle featuring James’ name and his signature “crowning” gesture, symbolizing his “King James” nickname.
James hinted at the campaign through a social media post, teasing “the decision of all decisions.” The promotional video depicted James approaching a chair, reminiscent of his initial televised announcement with Jim Gray about joining the Heat.
Speculation ran rampant on social media following the teaser, especially given James’ age and upcoming record-breaking 23rd NBA season. Despite being the league’s oldest active player and nearing retirement age, James’ contract status fueled rumors about his potential retirement announcement.
Ticket prices for the Lakers’ final regular-season game in April soared as fans prepared for a possible farewell season for James. Social media buzz correctly predicted James’ involvement in an ad campaign, with the ad concluding with James affirming, “I like my decision.”
