LeBron James and Hennessy Launch Second Limited-Edition Cognac, Reimagining “the Decision” as a Festivity of Partnership
NEW YORK, NY – October 7, 2025 – LeBron James is once again partnering with hennessy, unveiling a new V.S.O.P Limited Edition bottle that references his iconic 2010 ”Decision” announcement.The collaboration, announced today, marks the second release between the NBA star and the cognac brand since their partnership began in 2024.
The new bottle features James’ signature crowning gesture - a symbol widely recognized both on and off the basketball court - and is accompanied by a campaign titled “The Second Decision.” This playfully echoes the cultural impact of James’ televised 2010 announcement, ”I’m taking my talents to South Beach,” but this time signifies a commitment to partnership and his expanding ventures beyond basketball.
“It’s an honor to continue this partnership with Hennessy,” James stated.”Our first collection was about a shared pursuit of excellence and boundary pushing, and this new limited edition is another chapter in that story. 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 aims to attract a younger demographic to cognac, promoting the Hennessy Sidecar cocktail as an approachable entry point. The brand emphasizes the bottle’s design is intended for shared celebrations, aligning with James’ long-held focus on community and connection.
“We’re proud to deepen our partnership with LeBron James, a cultural icon whose influence reaches far beyond sport,” said Vincent Montalescot, Hennessy’s Chief Marketing Officer. “LeBron embodies a spirit of collective play and social generosity,values that resonate deeply with our own.”
the Hennessy V.S.O.P Limited Edition is now available in select markets globally. The initial partnership between James and Hennessy launched in 2024, signaling a long-term collaboration between the athlete and the spirits brand.
