LeBron James' "Second Decision" — Hennessy, Not Retirement

LeBron’s much-hyped “second decision” wasn’t a retirement bombshell but an ad stunt: he and Hennessy revealed a partnership after James teased an announcement with emojis, poking fun at the retirement chatter. The tease still had real-world effects — cheapest tickets for the Lakers’ final home game jumped from $82 to $580 — while James reminds everyone he’s “excited about today” and that “the end is a lot sooner than later.” Merlin sees a masterclass in narrative control. LeBron turned speculation into marketing, protected his focus as he enters year 23 and the final season of his contract, and left fans hungry for more. This was showmanship, not surrender — expect more careful reveals, not surprises.