LeBron James' "Second Decision" was announced on Tuesday, October 7, 2025, at 12 p.m. Eastern Time. However, this announcement was not about his retirement or a new basketball career decision. Instead, it was revealed to be a marketing campaign and advertisement collaboration with Hennessy Cognac, titled "The Decision of all decisions," paying homage to the original "The Decision" announcement he made in 2010 when joining the Miami Heat. Despite speculation, LeBron James has not announced retirement and is set to play the 2025-26 NBA season with the Los Angeles Lakers under his current contract.
The announcement was teased on social media with a video reminiscent of his 2010 announcement and caused a significant spike in Lakers ticket prices due to speculation about his future. The campaign includes a limited-edition Hennessy bottle featuring LeBron's name and signature gesture.
Thus, the "Second Decision" event took place on October 7, 2025, at noon ET, but it was a commercial campaign rather than a new career decision from LeBron James.
