ABC
The LeTroll James publicity stunt that has outraged fans: 'There were kids talking about this'
Basketball's world watched with anticipation, surprise, relief and indignation at LeBron James's latest ad. On Monday the Akron-born star, one of the most high-profile figures in the world, fueled rumors by hinting at a timetable to reveal 'the decision of all decisions.' At 40 and about to begin his 23rd NBA season, speculation ran wild. Retirement? A farewell at season's end? The possible end of one of the brightest NBA careers didn't seem unlikely. The player himself had said last week that his retirement would come 'sooner rather than later,' which fit with the Lakers star having exercised in the summer the player option of his $52.6 million contract and whose relationship with the franchise would end in the summer of 2026. Everything pointed to a retirement announcement. But it turned out to be a marketing tactic. What he dubbed the 'Second Decision,' recalling the 2010 'Decision' when James sparked speculation about his future before announcing he left the Cavaliers to join the Miami Heat as a free agent, was nothing more than an advertising spot. A calculated PR strategy to announce the collaboration of the player with a leading cognac brand. For many it was a relief, but for most, even for those fearing a LeBron James retirement, it was a disappointment and a source of discontent with the Lakers. From anticipation to frustration. Beyond keeping millions of fans on edge, video views and social media comments soared, and ticket prices for the Lakers' last home game of the 2025-2026 season rose. The TickPick online market said the cheapest ticket for Lakers vs Utah Jazz on April 12 rose from $85 to $445 after the video. Other resale sites also saw price increases, with the cheapest seats on SeatGeek reaching $821 and $955 on Ticketmaster. Once the trick was revealed, James faced criticism for playing with fans' hopes and for promoting an alcoholic beverage brand and monetizing a lie. Using the same network he used to create hype, comments criticized him as a role model for young people. 'Why are you promoting alcohol in our community? It hasn't done any good, but I'm sure you don't care, because you're getting paid, right?' one comment said. 'There were kids at my son's school this morning talking about this. They will be so disappointed to learn it was only an advertisement for something they're too young for,' lamented another fan.
