All day Monday, the basketball world was wondering: Is "The King" going to retire? Is this his last season?

Social media was in turmoil after LeBron James posted a cryptic message on his X and Instagram pages, promising "the decision of all decisions." Fifteen years after his legendary "The Decision" in 2010, when he announced his departure from Cleveland to Miami, many believed that "The King" was preparing to end his legendary career this time.

Within hours, ticket prices for the Lakers' final home game, scheduled for April 2026, skyrocketed on resale sites—from around $80 to more than $700—as fans believed they were attending their idol's farewell game.

Ticket prices for LeBron's final games of the 2025-26 season in many cities have also risen.

But the suspense was abruptly cut short: the infamous "decision" was actually just a commercial for Hennessy cognac, a brand with which LeBron has collaborated for several years. In the video on his social media, he declares, in a nod to his 2010 announcement:

“This fall, I’m going to be taking my talents to Hennessy VSOP”

From a marketing perspective, the operation was brilliant. The ad, broadcast 90 minutes before the scheduled time, created a worldwide buzz. Advertisers are already calling it a masterstroke, worthy of the best Madison Avenue campaigns.

Hennessy has also revealed the upcoming release of a limited orange edition with LeBron's name and signature on the label: a collector's item for cognac fans and lovers.

While many laughed at the deception, others took it badly.

The result: a certain feeling of deception has set in. On social media, reactions range from relief—"Phew, he's not retiring!"—to frustration: "He's playing with our emotions just for an ad!"

At 40 years old, LeBron James is about to embark on his record-breaking 23rd NBA season. He reaffirmed at Media Day that he's not yet thinking about retirement, speaking of his excitement for the new season and his desire to give back to the game he loves and continue to inspire others.

Yet this staging serves as a reminder of how every word LeBron says becomes a global event. A simple teaser was enough to spark skyrocketing ticket prices, a media frenzy, and a wave of emotion around the world.

LeBron James remains a communications genius, capable of turning every announcement into a viral sensation. But this time, some believe he has crossed the line between hype and unnecessary provocation.

Because while his fans are relieved that he is not retiring, many come away with the unpleasant feeling of having been "played."

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