NBA veteran Lou Williams has publicly called out LeBron James for what he describes as a “misleading” promotional stunt after the Los Angeles Lakers star teased fans with a major announcement, only to reveal it was an advertisement for the alcoholic drink Hennessy.
The case, which quickly went viral, has sparked debate across sports and marketing circles, with many questioning whether LeBron crossed a line between clever branding and public manipulation.
LeBron’s ‘Decision 2.0’?
Earlier this month, LeBron posted a cryptic message across his social media accounts, hinting at what he called “The Decision of All Decisions.” The post immediately drew comparisons to his infamous 2010 ESPN special, “The Decision,” when he announced he was leaving the Cleveland Cavaliers for the Miami Heat.
Fans, media outlets, and even his teammates speculated whether the 40-year-old superstar was about to announce his retirement or a major life change. Instead, LeBron revealed the video was part of a new Hennessy VSOP campaign, closing with the line:
“This fall, I’m taking my talents to Hennessy.”
The reveal drew laughter from some but frustration from many others, who felt scammed. Social media erupted with comments calling it a “publicity stunt” and a “retirement fake-out.”
Lou Williams fired at him
Former NBA guard Lou Williams was among the first ones to speak out against LeBron’s approach. On his FanDuelTV show, Williams said the campaign was “disappointing,” arguing that LeBron’s massive influence, particularly among young fans, comes with responsibility.
It’s the dad and the coach in me. When you flirt with the ‘Decision 2.0,’ you have kids waiting to hear your decision, and we’re inviting them to a Hennessy party
Williams added that even his own daughter texted him, thinking LeBron was announcing his retirement, which highlighted the emotional reaction the teaser caused among fans of all ages.
We’ve all done ads and sponsorships. But when you frame something like a life-changing announcement, people take that seriously
Fan strong backlash and potential lawsuits
The fallout did not stop with Williams’ comments. Fans flooded LeBron’s posts with frustration, saying they felt “scammed” by the misleading event. One comment on X read:
“You called it The Decision again, and it was an alcohol ad? That’s wild.“
According to OutKick and The New York Post, one Lakers fan even filed a lawsuit claiming “fraud and misrepresentation,” arguing he purchased expensive game tickets believing the announcement would involve LeBron’s final season.
Branding experts, meanwhile, are split on the move. Some call it a “brilliant conversation starter” that amplified Hennessy’s visibility overnight. Others say it damaged LeBron’s credibility by blending emotional storytelling with misleading marketing.
What we can take out of this is that the ones that always lose are the fans.
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