LeBron James' "Second Decision" announcement was made on Tuesday, October 7, 2025, at 12 p.m. Eastern Time. This event was a nod to his famous 2010 televised announcement called "The Decision" when he revealed his move from the Cleveland Cavaliers to the Miami Heat. However, this "Second Decision" was not about his retirement or an NBA career move; it turned out to be an advertisement campaign for Hennessy, a cognac brand with which LeBron has a long-standing partnership.
The announcement sparked significant fan interest and increased ticket prices for the Lakers' games, fueling retirement speculation which was ultimately unfounded at this time.
In summary, LeBron's second decision was revealed publicly on October 7, 2025, at noon ET, and it referred to a business collaboration, not a basketball career decision.
