LeBron James’ ‘Second Decision’ was about cognac, not retirement

LeBron James isn’t retiring. He’s launching a bottle.

The Lakers star teased a major announcement for Tuesday, sparking widespread speculation that it might involve his playing future.

Instead, it was a marketing rollout. James and Hennessy unveiled a limited-edition bottle of cognac bearing his name, part of a campaign dubbed “The Second Decision” — a nod to his infamous 2010 TV special announcing his move to Miami.

James first partnered with Hennessy in 2024, and the new bottle features his signature “crowning” celebration gesture.

“It’s an honor to continue this partnership with Hennessy,” James said in a statement. “The design features my crowning gesture, which is special for me and stands for celebration and connection. That’s what this bottle is made for.”

The 40-year-old superstar is entering his NBA-record 23rd season. He reiterated that he’s “super-invested” in the upcoming year, adding, “I don’t know when the end is. I know it’s a lot sooner than later.” James averaged 24.4 points, 8.2 assists, and 7.8 rebounds in 70 games last season.