LeBron James' highly anticipated announcement, dubbed "The Second Decision," took place on Tuesday, October 7, 2025, at 12 p.m. ET. Rather than announcing retirement or a basketball career change, the announcement was revealed to be an advertisement for a new collaboration with Hennessy, featuring a limited edition drink launch.
Details of the Announcement
- The event was a nod to LeBron's original 2010 televised "The Decision" when he announced his move to the Miami Heat.
- The new announcement promoted his partnership with Hennessy for the upcoming 2025-26 NBA season.
- LeBron teased the announcement as "the decision of all decisions" on social media ahead of the release but clarified that it was not about retirement.
- This announcement coincided with his 23rd NBA season approaching, where he remains an active player under contract with the Los Angeles Lakers.
The announcement was widely watched and stirred some initial speculation about retirement, but ultimately it centered on a marketing campaign with the cognac brand Hennessy.
