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After all, LeBron James isn’t going anywhere. At least it’s not perfect yet.
The announcement that the Los Angeles Lakers star teased on Monday, October 6th fueled speculation that he might mention the future of his play and the potential retirement plans. It turned out to be an advertisement.
James and Hennessy released the limited edition cognac bottles that bear his name on Tuesday, October 7th. The collaboration came through an advertising campaign called “The Second Decision,” which hinted at the infamous July 2010 television special that announced he would join the Miami Heat as a free agent. James also wrote in Monday’s teaser that this would be a “decision of all decisions.”
The James and Hennessy partnership began in 2024, and the latest campaign focuses on the “coronation” gestures he often uses to celebrate big plays.
The bottle shows James with an imaginary crown on his head.
“It is an honor to continue our partnership with Hennessy,” James said Tuesday in a news release issued by Hennessy. “Our first collection was about the pursuit of shared excellence and pushing the limits. And this new limited edition is another chapter in that story. The design features my crowning gesture, which is special to me, and represents celebration and connection. That’s what this bottle was made.”
James, who turns 41 in December, will be in his 23rd NBA personal record season.
On the Lakers’ media day on Monday, September 29th, James spoke about his future, but declined to provide an accurate timeline.
“I’m excited to see the opportunity to play another season in my favorite game,” James said. “No matter what the journey this year, I’m very enthusiastic about it, because I don’t know when the end will come. I know sooner or later, much earlier.”
Despite his age, James remains one of the best players in the NBA. He played in 70 games last season, averaging 24.4 points, 8.2 assists, 7.8 rebounds and 1.0 steals per game.
He is the NBA’s all-time top scorer with 42,184 career points and holds many other NBA records.
