"Earlier this month, LeBron James took to social media to tease an upcoming interview that he promised would reveal "the decision of all decisions." With a nod to the iconic - and infamous - 2010 TV special in which the NBA legend announced his intention to "take [his] talents to South Beach" and sign with the Miami Heat, the internet went into spin mode. Would James finally be announcing the end of his illustrious career?"
"'We used what we knew about the timing of this, knowing it was in the offseason, a time when a lot of people are going to be talking about trade rumors, about retirement, about a whole range of things, and we focused that as our foundation,' said Amar Babbar, communications planning director at the agency. 'If we're talking about LeBron, there's one very important and very significant story ... which is the decision in 2010.'"
LeBron James teased an interview promising "the decision of all decisions," prompting speculation about retirement and future moves. On Oct. 7, he revealed a partnership with Hennessy V.S.O.P., extending a collaboration that began last year with a social-first LeBron-focused experience. Wieden+Kennedy Amsterdam and Hennessy timed the rollout for the offseason to leverage conversation about trades and retirements. Amar Babbar said the team used timing as a foundation and highlighted the 2010 Decision as a central narrative. The campaign includes a 60-second social video that recreates the original Decision's tone with a SportsCenter-like presentation, similar wardrobe cues and LeBron's "man, this is tough" asides.
Read at Marketing Dive
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