LeBron James' "Second Decision" was released on October 7, 2025, and was made available through his social media platforms, primarily on X (formerly Twitter) and Instagram, where he posted the announcement video. The event, which was promoted as a major career announcement and sparked widespread speculation about a potential retirement, turned out to be a promotional collaboration with Hennessy, structured as a parody of his 2010 ESPN special "The Decision".
Where to Watch
The "Second Decision" video premiered on LeBron James’ official social media accounts, including X and Instagram, around 11:00 a.m. ET on October 7, slightly ahead of the announced 12:00 p.m. ET time. It was not broadcast on traditional television but was streamed live via social platforms, consistent with modern digital-first content strategies. The full video is also available on YouTube through various news and sports channels, such as WKYC and other media outlets that covered the event.
Nature of the Announcement
Rather than announcing his retirement or a team change, LeBron used the "Second Decision" to reveal a new partnership with the cognac brand Hennessy. The video mimicked the format of his 2010 special, featuring him sitting across from an interviewer on a basketball court, but concluded with a humorous and stylized ad campaign. This marketing move coincided with Amazon Prime Day, leading to speculation about broader promotional ties, though no official Amazon involvement was confirmed.
Public Reaction and Context
The announcement generated significant media attention and fan engagement, fueled by James’ cryptic social media teaser and the nostalgic callback to his original "Decision" special. At 40 years old and entering his 23rd NBA season with the Los Angeles Lakers, James continues to balance elite performance with high-profile off-court ventures. The timing also followed his son Bronny James’ 21st birthday, adding emotional context to the speculation surrounding his future.
Fans can still view the full "Second Decision" video on YouTube or through archived posts on LeBron’s verified social media profiles [
