"The NBA superstar had the basketball world abuzz with a Monday social media post teasing "the decision of all decisions" on Tuesday at noon. It was a reference to James' infamous "Decision" press conference in 2010, when he announced that he was leaving his hometown Cleveland Cavaliers and joining the Miami Heat. This so-called "Second Decision" proved far less dramatic. James didn't announce his retirement from basketball or request a trade from the Los Angeles Lakers, as some fans had speculated."
"While some social media commenters found the marketing stunt amusing, many were annoyed. Some branding experts who Business Insider spoke with were also unimpressed, calling the announcement "anti-climactic" and a "rug pull." "You wouldn't expect this kind of move from LeBron," said Chris Rosica, the head of public relations firm Rosica Communications. "For someone who's demonstrated so much professionalism, it's not, certainly, a highlight of his professional career - it's a letdown." However, other brand consultants said Hennessy's ad is a hit."
LeBron James posted a social teaser promising "the decision of all decisions" and then unveiled an ad campaign with cognac brand Hennessy. The teaser nodded to his 2010 "Decision" press conference that announced his move from the Cleveland Cavaliers to the Miami Heat. The reveal did not involve retirement or a trade from the Los Angeles Lakers. Reactions were mixed: some fans found the stunt amusing while many were annoyed. Some branding experts labeled the move "anti-climactic" and a "rug pull," while other consultants praised the campaign for sparking conversation in a crowded media landscape. A Hennessy spokesperson pointed to a press release, and Klutch Sports did not respond to requests for comment.
Read at Business Insider
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