LeBron James’ Hennessy Publicity Stunt Generates Buzz and Raises Eyebrows

LeBron James faked his fans, and brand experts are divided on whether it was a good decision.

The NBA superstar rocked the basketball world with a Monday social media post teasing “the decision of all decisions” Tuesday at noon. This was a reference to James’ infamous “Decision” press conference in 2010, when he announced he was leaving his hometown Cleveland Cavaliers and joining the Miami Heat.

This so-called “Second Decision” turned out to be much less dramatic. James did not announce his retirement from basketball or request a trade to the Los Angeles Lakers, as some fans had speculated.

Instead, the future Hall-of-Famer launched an ad campaign with the cognac brand Hennessy.

While some social media commenters found the marketing stunt amusing, many were annoyed. Some branding experts Business Insider spoke with were also unimpressed, calling the announcement “disappointing” and “a stretch.”

“You wouldn’t expect this kind of move from LeBron,” said Chris Rosica, director of public relations firm Rosica Communications. “For someone who has shown so much professionalism, this is certainly not a highlight of his professional career, it is a disappointment.”

However, other brand consultants said Hennessy’s ad was a success because it sparked conversations in a crowded media landscape.

A Hennessy spokesperson referred Business Insider to a press release when asked for comment. Klutch Sports, the agency that represents LeBron James, did not respond to a request for comment.

‘If you made a bad movie, you usually don’t get a sequel‘

James is both a basketball legend and a business mogul. He won four NBA championships and four MVPs in his 22 seasons, and his net worth stands at $1 billion.

Given this success, some branding gurus were perplexed by James’ decision to put up such a big teaser for a publicity stunt, which Rosica called an example of “trolling.”

Scott Harkey, founder and CEO of advertising agency OH Partners, questioned why he was referencing his much-criticized 2010 free agency decision.

“’The Decision’ was not a good event, it was a cultural event that was made fun of,” Harkey said. “If you make a bad movie, you usually don’t get a sequel.”

Omar Quiñones, chief strategy officer of advertising agency MEL, said the NBA star’s “wink and nod” posture toward “The Decision” was a playful way to “claw back that controversy.” Quiñones, who has worked with alcohol brands like Don Julio and Johnnie Walker, said Hennessy and James are a great fit for the brand and this campaign was a promising idea.

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Quiñones said he thought the campaign failed in its execution. Instead of offering a meaningful reward to die-hard fans, he said it was just the latest athlete “rug pull,” similar to the misleading retirement and non-retirement announcements of Tom Brady or Conor McGregor.

Brands like Hennessy “need to avoid using nostalgia as a weapon,” Quiñones said.

Outrage is always attention

Independent brand consultant Jason Brown said Hennessy’s publicity stunt was “not too surprising” and emblematic of “modern marketing”.

“We’re all looking for new and interesting ways to engage the public,” Brown said.

Mark Patricof, who runs athlete-focused investment advisory platform Patricof Co., said companies exploit megastar athletes like James in a fragmented media landscape.

“Buying 30-second spots on TV is not as effective as it used to be, so you have to get creative,” Patricof said.

Whether fans liked Hennessy’s LeBron ad or not, it generated conversations and emotions, said Teemu Suviala, global creative director at brand design firm Landor.

“Some people love twists and turns, and some people hate suspense,” Suviala said.

Even a polarizing reaction “keeps the brand in the conversation,” he added.