LeBron James once again had the entire basketball world holding its breath. His cryptic “Second Decision” teaser had fans speculating about everything from his future with the Lakers to a possible retirement. Instead, it turned out to be an elaborate ad for his latest Hennessy collaboration and not everyone was amused.
When LeBron finally revealed that his much-hyped announcement was a marketing stunt, Stephen A. Smith didn’t hold back.
“This was corny as hell, it was cringy, it was all of that,” Smith said on First Take. “I don’t understand why the second-greatest player who ever lived, a four-time champion, a four-time MVP, would stoop to garner attention with something other than trying to win a damn championship.”
Smith even went a step further, joking that he might question LeBron’s focus if he underperforms this season.
“If you play like garbage when it really counts,” he added, “I’m going to think about that Hennessy commercial and wonder if you were drinking before the game.”
Smith’s rant reignited the tension between the two men, whose strained relationship has made headlines in recent months.
Nick Young Comes to LeBron’s Defense
Not everyone saw the ad as a bad move. Former NBA guard Nick Young fired back at Smith’s criticism, defending LeBron on X (formerly Twitter).
“Get out your feelings, brotha Smith,” Young wrote. “Y’all mad at a joke … Snoop did the same thing with the fake ‘I quit smoking’ ad.”
Young compared LeBron’s marketing stunt to Snoop Dogg’s 2023 viral campaign, which convinced fans he’d given up smoking, only to reveal it was an ad for smokeless fire pits.
Fans are similarly split. Some called the Hennessy partnership a clever bit of self-awareness, while others accused LeBron of manipulating fan emotions for publicity. According to TMZ Sports, one Lakers fan even filed a lawsuit against LeBron and Hennessy, accusing them of “fraud and misrepresentation” related to the campaign.
The Bigger Picture
For LeBron, controversy is nothing new. Heading into his 23rd NBA season, the Lakers star continues to dominate headlines both on and off the court. While critics like Smith see his marketing ventures as distractions, others argue that LeBron is redefining what it means to be a global brand: part athlete, part mogul.
Lakers coach JJ Redick told reporters, “You guys are idiots,” saying he assumed it was an ad from the start, while teammates Austin Reaves and Rui Hachimura joked about the situation and expressed relief that LeBron wasn’t retiring.