The NBA world was sent into a frenzy on Tuesday morning, as LeBron James teased a major announcement on the eve of his 23rd season, in a video that looked suspiciously like his questionable 2010 ESPN special, The Decision.
Playing off his famous free agency reveal, which saw James leave Cleveland for Miami in a move that changed the league forever, the cryptic teaser lit up social media with speculation: Was LeBron finally calling time after 23 years in the NBA?
Sporting the same red checkered shirt he donned in 2010, sitting across from an interviewer on a darkened court, James promised “the decision of all decisions”, which saw publishers from ABC to Al Jazeera take the bait and social media channels erupt on the eve of the 2025-2026 season.
The short film, produced by James’s SpringHill Company, also saw ticket prices for the Lakers’ final regular season home games skyrocket as fans anticipated the end was near.
We can now reveal what the teaser was actually building towards – not a retirement announcement, but rather, as some speculated, a product launch.
You can relax, Lakers fans.
The NBA’s all-time leading scorer has teamed up with Hennessy for the second year in a row, this time to launch a limited-edition V.S.O.P bottle, complete with his signature “crowning” gesture front and centre.
It’s the second instalment of James’s partnership with Hennessy, timed to the start of his 23rd NBA season.
You don’t get to billionaire status without a few savvy marketing plays.
The bottle itself leans hard into symbolism: a bright orange V.S.O.P featuring James’s signature “crowning” gesture. According to Hennessy’s global CMO, the collaboration is “a tribute to LeBron’s extraordinary journey and to a defining moment in the history of sport.”
As for the teaser that had NBA fans sweating bullets?
Hennessy says “by channeling the original interview – from the set design through to LeBron’s delivery – and elevating it into a timely homage, this cinematic reimagining spotlights LeBron’s personal connection to the collaboration and the communities it honours.”
The limited edition hits shelves in Australia on November 1 through Red Bottle, Porter’s Liquor and Steve’s Liquor.
What is LeBron James’ net worth?
LeBron James is entering his 23rd NBA season with US$1.3 billion to his name, according to Forbes’ latest estimates. That figure makes him one of only two active athletes to reach billionaire status, alongside Tiger Woods.
In the past year, James earned $133.8 million – $48.8 million from his Lakers salary and $85 million off the court. It’s his highest annual earnings to date and puts him sixth on Forbes’ 2025 list of highest-paid athletes, behind Cristiano Ronaldo, Stephen Curry, and Tyson Fury.
James’ business portfolio spans equity deals, real estate, media and long-term brand partnerships. He co-founded SpringHill, a media firm valued at $725 million, and holds stakes in Blaze Pizza, Beats by Dre, Lyft and smart-gym maker Tonal.
His Nike lifetime deal is understood to exceed $1 billion.
His real estate portfolio is valued at north of $80 million, including homes in Beverly Hills, Brentwood and Akron. He also holds a minority stake in Fenway Sports Group, the parent company of the Boston Red Sox, Liverpool FC and the Pittsburgh Penguins.
James has earned more than $500 million in NBA salary since 2003 and another $900 million through off-court ventures and endorsements.
That places him among the wealthiest athletes in history, but short of the $3.8 billion required to make the 2025 Forbes 400, which saw its highest-ever entry point this year amid surging wealth among AI founders, tech billionaires and private equity partners.
But before he was a billionaire, he was a teenager from Akron, Ohio who moved a dozen times in three years and lived with coaches, friends and neighbours.
“It’s my biggest milestone, obviously. I want to maximise my business. And if I happen to get it, if I happen to be a billion-dollar athlete, ho. Hip hip hooray! Oh, my God, I’m gonna be excited.”
LeBron James in 2014
Who are the highest paid athletes in 2025?
| Rank | Name | Sport | Age | Total Earnings | On-Field | Off-Field |
|---|---|---|---|---|---|---|
| 1 | Cristiano Ronaldo | Soccer | 40 | $275M | $225M | $50M |
| 2 | Stephen Curry | Basketball | 37 | $156M | $56M | $100M |
| 3 | Tyson Fury | Boxing | 36 | $146M | $140M | $6M |
| 4 | Dak Prescott | Football | 31 | $137M | $127M | $10M |
| 5 | Lionel Messi | Soccer | 37 | $135M | $60M | $75M |
| 6 | LeBron James | Basketball | 40 | $133.8M | $48.8M | $85M |
| 7 | Juan Soto | Baseball | 26 | $114M | $109M | $5M |
| 8 | Karim Benzema | Soccer | 37 | $104M | $100M | $4M |
| 9 | Shohei Ohtani | Baseball | 30 | $102.5M | $2.5M | $100M |
| 10 | Kevin Durant | Basketball | 36 | $101.4M | $51.4M | $50M |
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