LeBron James had the sports world waiting for what looked like a monumental announcement. Teasers of “The Second Decision” had fans speculating about everything from his future with the Lakers to a possible retirement. But when the moment arrived, it was a slickly produced campaign with Hennessy.
What might have been just another brand partnership instead became a flashpoint. For some, the ad was clever and self-aware, a playful nod to LeBron‘s famous 2010 special, The Decision.
For others, it felt tone-deaf and self-indulgent. Few critics voiced their disappointment louder than ESPN’s Stephen A. Smith.
On First Take, Smith vented about what he saw as a needless attempt to grab attention.
“I don’t understand why the second-greatest player who ever lived, a four-time champion, a four-time league MVP, one of the greatest players to have ever lived, would stoop to garner attention for himself with something other than trying to win a damn championship,” he said.
“As a matter of fact, if you play like garbage at any point in time when it really really counts, I am gonna think about the Hennessy commercial and wonder if you were drinking something before the game.”
Nick Young pushes back on Stephen A.’s criticism
Not everyone shared Smith‘s outrage. Former NBA player Nick Young, never one to shy away from a headline, came to LeBron‘s defense. Posting on X, Young wrote, “Get out your feelings brotha Smith yall mad at a joke ..snoop did the same thing with the fake he quit smoking ad.”
 Â
Young‘s comparison wasn’t far-fetched. In November 2023, Snoop Dogg made waves with a viral post declaring, “I’ve decided to give up smoke.”
Fans took it literally, only for the rapper to later reveal it was a tongue-in-cheek ad for Solo Stove. Young argued that LeBron‘s “Second Decision” worked the same way, a marketing stunt designed to stir conversation, not controversy.
Even with Young’s defense, the ad has divided audiences. Some found it harmless fun, while others accused James of toying with fans’ emotions for commercial gain. According to TMZ Sports, one frustrated Lakers supporter even filed a lawsuit claiming the promotion was deceptive. The complaint reportedly accuses LeBron‘s team and Hennessy of fraud and misrepresentation.
For Hennessy, the attention has been priceless. As part of the LVMH portfolio, the Cognac giant leads the global spirits market, selling more than six million nine-liter cases in 2024 alone. LeBron‘s participation only reinforced his image as both an athlete and a brand ambassador, comfortable straddling sports and high-end lifestyle culture.
Read the full article here
