LeBron James knows how to grab attention, and his latest move had everyone convinced something major was coming. The Los Angeles Lakers star has kept his retirement plans close to the vest all offseason, creating one of the league’s most talked-about storylines heading into the new season.
When LeBron teased what looked like his next big “decision,” fans immediately thought back to 2010. That’s when he famously announced he was taking his talents to South Beach, leaving Cleveland for Miami in a moment that changed the NBA forever.
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This time around, the buildup felt similar, and speculation ran wild about whether he’d announce retirement or hint at one final team switch.
Instead, James revealed a partnership with Hennessy V.S.O.P. The twist caught people off guard, and not everyone was thrilled about it. ESPN’s Stephen A. Smith, who’s clashed publicly with LeBron multiple times this year, had some strong words about the whole thing.
“This was corny as hell, it was cringy. It was all of that. We know this. You’re promoting an alcoholic beverage and trying to give people that this could be your final season, that you might end up retiring,” Smith said. “If you play like garbage at any point in time when it really, really counts, I’m going to think about that Hennessy commercial and wonder if you were drinking something before the game.”
Stephen A. Smith calls out LeBron for his ad
“If you play like garbage at any point in time when it really really counts, I'm going to think about that Hennessy commercial and wonder if you were drinking something before the game”
(@awfulannouncing)
pic.twitter.com/cnKpjsLiXa
— NBACentral (@TheDunkCentral) October 8, 2025
Smith questioned why someone of LeBron’s stature would lean into attention-grabbing commercials instead of keeping the focus entirely on chasing another championship. He made his stance clear, if LeBron struggles when the stakes are highest, that ad will be the first thing coming to mind.
The commercial itself mirrors the scene from 15 years ago, with LeBron seated across from another figure in an almost identical setup.
Los Angeles Lakers forward LeBron James (23) reacts to a question during a post game interview after the game against the Sacramento Kings at Golden 1 Center. Mandatory Credit: Ed Szczepanski-Imagn Images
He’s promoting a limited-edition bottle that carries his name and signature crown logo, part of a cognac partnership he signed last year.
Off the court, there’s another concern brewing. LeBron has missed back-to-back preseason games due to a glute injury, though reports suggest he’s on track to suit up for the season opener against the Golden State Warriors.
Lakers fans are hoping he’s ready to go when it matters most.
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