LeBron James cringiest moments: ‘Second Decision’ retirement tease adds to reel of social media missteps originally appeared on The Sporting News. Add The Sporting News as a Preferred Source by clicking here.
LeBron James has made his next decision.
After setting the internet ablaze by teasing retirement with “The decision of all decisions” on social media, the Los Angeles Lakers superstar successfully pump-faked millions by following up with an advertisement that he’d continue his collaboration with Hennessy in his 23rd NBA season.
The 61-second video, which was posted by Hennessy’s social media accounts, details the spirit’s upcoming collaboration, which will feature James’ likeness on a Hennessy VSOP (Very Superior Old Pale) cognac bottle. In 2024, James’ likeness was featured on special edition bottles of Hennessy VS (Very Special).
Collaboration aside, the overwhelming reactions to James’ advertisement have been a mix of relief and frustration that he won’t actually be retiring, along with a feeling of disdain toward what some have felt was a cringeworthy rollout. It doesn’t help that this isn’t the first such instance.
As some fans cringe at James’ approach, here’s a look back at how he earned such a reputation among the masses.
MORE: LeBron James reveals ‘Second Decision’ Hennessy ad after retirement rumors
LeBron James cringiest moments
Los Angeles Lakers forward LeBron James
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Amazon Prime and Hennessy retirement teases
James has several things working against him — or for him — depending on who you ask.
He’s self-aware and appears to have most, if not all, of the creative control over the types of advertisements he’s a part of. He’s also a 40-year-old father of three who leans into the cringiness of dad jokes and that subgenre of humor.
Couple those two facts, and you have a massive public figure who leans into the corny persona. A few examples stand out more than others.
April Fools’ Day 2022
In 2022, James enraged the masses with an unfunny April Fools’ Day joke, declaring he would be out for the remainder of the season. While the date raised eyebrows, James was nursing an ankle injury while L.A. looked to make one final postseason push.
James played later in the day, but in a cruel twist of fate, missed the final five games of the season, and the Lakers missed the postseason altogether.
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National Tight End Day 2023
James, a former all-state football player, has always been a fan of the game. That interest has only grown with his social media presence, and he used it to shout out the NFL’s tight ends on National Tight End Day.
The only problem? The nature of James’ shout-out video caused many to speculate whether he was reading off a list.
National Taco Day
After a failed attempt to trademark “Taco Tuesday,” James took to social media to share his excitement about the new holiday, National Taco Day.
Officially introduced in 2024, James let his followers know that it’s “Only right that National Taco Day is on a “TUUUEEESSDAAAYYYY!!!”
And, of course, it’s only strengthened his relationship with Taco Bell.
MORE: Understanding the lead-up to LeBron James’ ‘Second Decision’
Royal Kingdom ad campaign
Cringe or too self-aware?
Ahead of the 2025 NBA Playoffs, James played off the notion that he doesn’t get past the first page of books with an ad campaign for the mobile game, Royal Kingdom. The advertisement’s premise is funny, but James’ acting toes the line between cringeworthy and clever.
The jury’s out.
Fueling retirement rumors
If nothing else, James is self-aware. And he recognizes how many people hang on to his words or any breadcrumbs of ideas for his future.
Months after the Lakers were eliminated from the playoffs, he teased an advertisement by a faux press conference in which he’s asked about what’s next. …
… The answer was Amazon Prime Day.
Less than three months later, he fanned those same flames with the ominous announcement that wound up being the lead-up to the above Hennessy announcement. But, for a day, sports fans worldwide speculated on if the end was near.
The Forever King
If you’re a fan, you may have turned a blind eye. If you’re a detractor, you may use this to fuel your argument.
Ahead of the release of James’ 23rd signature shoe, Nike released a “Forever King” advertisement in which a narrator rings off his career highlights. Among them, some took exception to “Every rival was defeated. Every rival was destroyed. He took the crown and kept it.”
And the ad ends with James adjusting a crown on his head.