Brett Davis-Imagn Images
It seemed like there was a slim chance LeBron James was going to unveil an impending retirement when he teased the “Second Decision” earlier this week. However, it ended up being the marketing stunt many people had predicted we’d be treated to, and J.J. Redick couldn’t help but make fun of anyone who actually thought he was going to break some major news.
LeBron James is about to kick off his 23rd season as an NBA player, and the man who will turn 41 years old during the campaign is still one of the best players in the league after more than living up to the hype that surrounded him when the Cavaliers selected him with the first overall pick in 2003.
He’s cemented himself as the basketball version of Tom Brady in more ways than one during that span, as the seemingly ageless veteran continues to defy the inevitable passage of time (and a certain viral proclamation that was issued more than a decade ago) while cementing his status at the G.O.A.T.
We will eventually reach a point where he decides to hang up his sneakers, but that was not the subject of a video that generated plenty of buzz before it dropped on Tuesday—one his coach can’t believe people fell for.
J.J. Redick says only “idiots” thought LeBron James was going to announce his retirement in a video that ended up being an advertisement
LeBron has not only cemented himself as one of the best basketball players of all time during his career but established himself as an incredibly savvy businessman who has supplemented the more than $525,000,000 he’s earned from his contracts with a number of endorsement deals and business ventures that likely dwarf that sum.
His affinity for partnering with Brands led many people to assume that’s exactly what he’d done after a video he dropped on Monday teased the “Second Decision,” a reference to the fairly infamous program he used to announce he was signing with the Heat in 2010.
The decision of all decisions. October 7th. 12pm EST. 🫡👑 #TheSecondDecision pic.twitter.com/1uop8sIU25
— LeBron James (@KingJames) October 6, 2025
There were plenty of others who thought LeBron might be announcing his plan to play one more season before retiring so he could become the latest NBA player to get his flowers during a farewell tour, but anyone who was skeptical was vindicated after he revealed he was it was an ad for Hennessy.
It seems safe to assume LeBron would have told J.J. Redick he was going to retire before sharing that news with the rest of the world, and while the Lakers head coach may have had a bit more information than the rest of us concerning the nature of the reveal, he still chided anyone who genuinely thought it was going to be something notable by calling them “idiots.”
JJ Redick on LeBron James “Second Decision”
“You guys are idiots… we all knew it was an ad right — nobody was freaking out”
(Via @mcten) pic.twitter.com/JqhOaBE8K5
— Fullcourtpass (@Fullcourtpass) October 7, 2025
He, LeBron, and the Lakers will kick off what will not be a retirement tour for The King when they face off against the Warriors on October 21st.