LeBron James‘ “Decision” Revealed: A Limited-Edition Hennessy Collaboration
LOS ANGELES,CA – October 7,2024 – LeBron James sent basketball fans into a frenzy Monday with a cryptic tease mirroring his infamous 2010 “Decision,” but the suspense ended Tuesday with the reveal: he’s not changing teams,he’s launching a collector’s edition of Hennessy V.S.O.P. cognac. The declaration, delivered in a video posted by Hennessy, playfully referenced the original announcement, with James declaring, “Man, this is tough. In this fall,I’ma be taking my talents to Hennessy V.S.O.P.”
the campaign, dubbed “Second Decision,” is a callback to James’ 2010 televised special where he announced his move to the Miami Heat. This new collaboration marks another chapter in James’ partnership with the cognac brand, following a previous collection focused on “a shared pursuit of excellence and boundary pushing.” The limited-edition bottle features a “vibrant orange” design incorporating James’ ”crowning gesture,” symbolizing festivity and connection.
Hennessy V.S.O.P. itself combines vanilla and mellow oak flavors with notes of fresh apricot. According to a press statement, the collector’s edition aims to “connect, celebrate and share in a new era of sociability.” James stated, “It’s an honor to continue this partnership with Hennessy…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.” Hennessy’s Chief marketing Officer Vincent Montalescot added, “This is a tribute to LeBron’s exceptional journey and to a defining moment in the history of sport; it is a privilege to partner with him in a way that is both genuine and celebratory.”
The announcement follows james’ recent appearance on Kai Cenat’s ”mafiathon 3″ livestream on September 30, where he cut the streamer’s hair after Cenat surpassed 1 million subscribers.
