LeBron James' "Decision 2" Revealed! Bringing His Talent to Hennessy: Launch of Limited Edition Cognac Collaboration

On October 7th Beijing time, the truth behind LeBron James' "Decision 2" was finally revealed — he did not declare retirement. Hennessy shared the complete video, confirming what some analysts expected: this is a collaborative marketing effort. Together, Hennessy and LeBron will introduce a "Limited Edition Hennessy VSOP Co-Branded Bottle," set to launch in certain markets worldwide in October 2025.

Reportedly, the core design inspiration for this limited edition comes from LeBron’s iconic "crown gesture" — a symbol of "elevation" and "leadership" — now reimagined on a vibrant orange bottle. The bold orange hue reflects LeBron’s energetic spirit, conveying fresh vitality while giving new meaning to celebratory moments. Whether amid cheers on the court or during cocktail conversations, this bottle is designed to be a unifying symbol for gatherings.

Hennessy’s official statement introduced the collaboration by launching a social content campaign called "The Second Decision" — cleverly echoing LeBron’s highly talked-about original "Decision" interview. If the first "Decision" marked a pivotal moment in LeBron’s career, then this "Second Decision" serves as a tribute to the creative reunion and shared cultural impact of both parties.

In this modern creative interpretation, LeBron steps back into the spotlight to reveal the next phase of his partnership with Hennessy. Through a series of cinematic, shareable social content, "The Second Decision" links past and present, highlighting LeBron’s personal connection to the collaboration as well as celebrating the community spirit it honors. The campaign has launched simultaneously across Hennessy and LeBron James’ global digital platforms, igniting consumer anticipation and conversation ahead of the product release.

Regarding this new collaboration, LeBron said: “I’m honored to continue working with Hennessy. Our first co-branded series focused on ‘pursuing excellence together and pushing boundaries,’ and this new limited edition represents a new chapter in that story. The bottle design incorporates my ‘crown gesture,’ which means a lot to me — it symbolizes celebration and connection. This bottle was created to convey that spirit.”

Vincent Montalesco, Chief Marketing Officer of Hennessy, stated: “We’re proud to deepen our partnership with LeBron James. He’s not only a legend in sports but also a cultural icon across fields. LeBron’s spirit of teamwork and generosity aligns perfectly with Hennessy’s core values. This collaboration honors LeBron’s extraordinary career and commemorates iconic moments in sports history; it’s a privilege to work with him in such a genuine and celebratory way.”

In any case, fans and the media have been "fooled" by LeBron once again. LeBron himself shared the news on social media with a series of humorous emojis.