LeBron James had the basketball world holding its breath this week and then collectively groaning.
The NBA superstar teased “the decision of all decisions” in a dramatic Monday post, promising a major reveal on Tuesday at noon. The cryptic language was a clear callback to his infamous 2010 television special, The Decision, when he announced his departure from the Cleveland Cavaliers to join the Miami Heat a move that drew intense backlash at the time.
Fans immediately speculated that this “Second Decision” might signal something monumental: a retirement announcement, a trade request, or even a new venture in his post-playing career. But when Tuesday rolled around, the mystery turned out to be something entirely different an advertisement for cognac brand Hennessy.
James revealed that the big announcement was, in fact, a new partnership campaign. While the stunt succeeded in grabbing attention, it left many fans and some branding experts feeling duped.
“You wouldn’t expect this kind of move from LeBron,” said Chris Rosica, president of Rosica Communications. “For someone who’s built a reputation around professionalism and leadership, it’s not a highlight of his career it’s a letdown.”
Rosica and others criticized the ad as an unnecessary “rug pull,” accusing the campaign of leaning too hard on fake drama. “It’s trolling,” he said bluntly.
But not everyone saw it as a misfire. Some experts argued that the campaign worked precisely because it disrupted the noise of modern media. In an era when audiences are constantly bombarded with content, even outrage keeps a brand in the spotlight.
“Buying 30-second TV spots isn’t as effective as it used to be,” said Mark Patricof, founder of athlete-focused investment platform Patricof Co. “Brands have to be creative and athletes like LeBron are the most powerful distribution channels in the world right now.”
Hennessy declined to comment beyond referring reporters to a press release, and Klutch Sports, which represents James, did not respond to requests for comment.
Some critics also questioned the wisdom of revisiting “The Decision,” one of the most criticized PR moments of James’ career. “If you made a bad movie, typically you don’t make a sequel,” said Scott Harkey, founder of ad agency OH Partners. “It was a cultural event, but not necessarily a positive one.”
Others saw deeper intent in the stunt. Omar Quiñones, chief strategy officer at MEL, said the ad’s “wink and nod” to LeBron’s past was a way to reclaim an old controversy with humor. “It’s a playful way of reframing history,” he said. “Hennessy and LeBron are a strong brand fit luxury, heritage, global appeal but the execution needed a better payoff.”
Quiñones said that without a meaningful follow-up or narrative arc, the reveal felt flat. “It’s part of a pattern we’re seeing the athlete rug pull. We’ve had Tom Brady and Conor McGregor fake retirements. Audiences get fatigued when big teases end in product reveals,” he said. “Brands have to avoid weaponizing nostalgia.”
Still, in the eyes of some, the campaign achieved its core goal: attention. Jason Brown, an independent branding consultant, said it’s emblematic of “modern-day marketing” where conversation, not consensus, is the metric for success.
“We’re all searching for new and interesting ways to engage audiences,” Brown said. “Even controversy drives engagement.”
Teemu Suviala, the global chief creative officer at Landor, agreed that polarizing campaigns can be powerful in a fractured media environment. “Some people love a plot twist, others hate suspense,” he said. “But either way, they’re talking about it and that keeps the brand in the conversation.”
In that sense, LeBron and Hennessy may have achieved what they set out to do: dominate headlines, ignite debate, and stay at the center of pop culture for another week. Whether fans felt fooled or entertained may matter less than the fact that they’re still talking.
And in today’s marketing world, that might be the real “decision.”
