"The Los Angeles Lakers star teased that he would have something to say Tuesday. The "decision" reference is a nod to how he announced in July 2010 that he was joining the Miami Heat. It was supposed to come out at noon Eastern, but Hennessy - the cognac brand that James has been partners with for some time - made the announcement public about 90 minutes ahead of schedule. James' training schedule for the day changed, the brand said, necessitating the change in release plans."
""This fall, I'm going to be taking my talents to Hennessy V.S.O.P," James said in the clip. Even the wording he used in that announcement mirrored how he announced that he was joining the Heat 15 years ago with his infamous "take my talents to South Beach" line. Hennessy announced that it would be releasing a limited edition orange bottle featuring James' name on the label and his signature "crowning" gesture - a nod to his "King James" moniker."
"James teased the campaign by posting on X that he would be making "the decision of all decisions." The short video shows him walking toward a chair, then taking a seat opposite another man seated a few feet away - mildly reminiscent of the setup for his first "decision" when he sat opposite broadcaster Jim Gray for a televised announcement of the news that he was joining the Heat."
LeBron James teased a 'decision' announcement that paralleled his 2010 Miami Heat reveal. Hennessy released the campaign about 90 minutes early because of a training schedule change. James says, "This fall, I'm going to be taking my talents to Hennessy V.S.O.P." Hennessy will release a limited-edition orange bottle bearing James' name and his signature crowning gesture. Hennessy framed the move as a creative reunion and shared cultural legacy. James posted on X calling it "the decision of all decisions" and shared a short video echoing the original setup of his televised 2010 announcement. James is turning 41, entering a 23rd season, and currently has no contract past this season.
Read at Fast Company
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