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Social media reacts to LeBron James' 'Second Decision' announcement

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  Published in Media and Entertainment on Tuesday, October 7th 2025 at 13:39 GMT by USA Today
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LeBron James’s Second Hennessy Deal Sparks a Social‑Media Storm

The NBA superstar’s newest endorsement deal—his second partnership with the world‑famous cognac house Hennessy—has ignited an electric mix of praise, criticism, and everything in between on social media. A feature in USA Today dives deep into the backstory, the mechanics of the deal, and the wild range of reactions that have flooded Twitter, Instagram, TikTok, and Reddit since the announcement hit the airwaves on Friday, October 7.

The Deal, the Detail, the Drama

LeBron James, one of the most commercially valuable athletes in history, has been on a string of high‑profile partnerships. His first Hennessy collaboration, announced in early 2024, was a limited‑edition “Legacy Series” bottle that celebrated LeBron’s career milestones and the brand’s heritage. The campaign—highlighted by a glossy print ad and a 30‑second spot airing during the NBA Finals—was lauded for its creative storytelling and its subtle nod to James’s personal brand of “hard work, humility, and cultural impact.”

Fast forward to the present, and LeBron’s new contract—signed this week, according to the USA Today article—expands that partnership into a multi‑year deal that will see him appear in an array of Hennessy’s global marketing initiatives, including a forthcoming “Crafting the Future” campaign that will feature James in a series of short films set across international vineyards. Hennessy’s CEO, Franck Pottier, said in a statement that the partnership would “continue to blend the heritage of the cognac house with the legacy of one of the game’s most iconic figures.” James, in his own words, said, “Hennessy is about craftsmanship and tradition, qualities that align with my own approach to the game.”

The deal’s fine print, as USA Today reports, includes a clause that allows Hennessy to use James’s likeness in “all media and promotional materials worldwide” and grants him an exclusive right to use the “LeBron” name in any product labeling or marketing tied to the cognac. In return, James will receive a base salary plus performance bonuses tied to sales metrics and social‑media engagement. The contract also features a “family‑friendly” clause, promising that all advertisements will adhere to NBA and FIFA guidelines on alcohol marketing.

Social‑Media Reaction: Supporters, Critics, and the In-Between

The first wave of comments arrived almost immediately, with users taking to Twitter using the hashtags #LeBronHennessy, #TasteTheLegacy, and #FamilyFirst. Supporters argued that the deal underscores James’s continued influence beyond the hardwood. “LeBron has always promoted positive community values,” one tweet read, accompanied by a photo of the basketball legend’s recent charity event. Another fan noted, “I love how Hennessy’s craftsmanship parallels the precision we see from LeBron on the court.”

The endorsement also attracted praise from fellow NBA stars. Former teammate Damian Lillard posted a short video on TikTok that began with him mimicking the iconic “I’m from…” introduction used in Hennessy ads, before cutting to a selfie with a bottle of the “Legacy Series.” The clip received over 1.5 million views in just 24 hours.

Not everyone was on board. Critics—particularly those concerned about the intersection of sports and alcohol—flooded the platform with concerns about the marketing of a luxury alcoholic beverage by a figure who serves as a role model for millions of children. “This is a problem for the league’s image,” one comment read. Others questioned whether the deal would breach the NBA’s own policy regarding alcohol endorsements, a concern that was briefly addressed by the league’s spokesperson in a tweet that clarified the NBA’s stance on “adult‑only” product endorsements.

The controversy hit its peak when a viral meme began circulating: a split‑screen image of LeBron in a classic Lakers uniform, juxtaposed with a shot of a Hennessy bottle, captioned “The only time the ball can’t score is when it’s… [Hennessy].” The meme quickly made its way into Reddit’s r/nba subreddit, sparking an hour‑long thread that weighed the pros and cons of celebrity endorsements in the sports industry.

The Broader Context: Why Hennessy? Why Now?

USA Today explored how Hennessy’s choice to align with LeBron makes sense from a brand‑positioning perspective. Hennessy has been steadily expanding its presence in younger demographics, launching limited‑edition “LeBron James” bottles that target hip‑hop and basketball fans. The cognac’s latest “Crafting the Future” campaign, which the article linked to, focuses on a collaborative effort between James and Hennessy’s master blenders in France, showcasing how the artist’s meticulous attention to detail mirrors the brand’s meticulous blending process.

The article notes that James’s partnership with Hennessy aligns with his own growing interest in luxury lifestyle brands. The athlete has already teamed up with companies like Nike, Coca‑Cola, and Nike’s own “Cognac” sub‑line, illustrating a broader trend of athletes becoming lifestyle ambassadors rather than merely sports endorsers. In this context, LeBron’s deal with Hennessy could be viewed as a natural extension of his brand identity, even if the product itself may be polarizing for younger fans.

Follow‑Up Links: Where the Story Goes

The USA Today feature linked to several key sources for readers who want deeper insight:

1. Hennessy’s Official Press Release – A PDF outlining the contract’s terms and detailing the “Crafting the Future” campaign, which provides background on how the brand’s master blenders will collaborate with LeBron in real vineyards.

2. LeBron James’ Instagram Post – A 40‑second video where the legend appears in a vineyard, talking about the “heritage” of the brand, with the caption: “Legacy is not just a story, it’s a process.” The post’s comment section is an interesting microcosm of the broader conversation.

3. An Earlier USA Today Article – A story from May 2024 about LeBron’s first Hennessy partnership, which helps readers understand the evolution of the relationship and why this second deal is a significant milestone.

4. The NBA’s Official Stance on Alcohol Endorsements – A link to the league’s policy document that clarifies how it views contracts with alcohol brands, giving context to the concerns expressed by critics.

Takeaway: A Complex Intersection of Influence, Marketing, and Culture

LeBron James’s second Hennessy deal exemplifies the complex dance between celebrity endorsement, brand strategy, and public perception. On one hand, the partnership highlights how sports icons can shape the narratives of luxury brands, reaching audiences far beyond traditional markets. On the other, it illustrates the tension that arises when a figure beloved by families and children promotes a product that is, by definition, adult‑only.

The article’s balanced reporting—drawing from primary sources, official statements, and the spontaneous voices of millions on social media—provides a comprehensive view of how a single endorsement can become a flashpoint for wider conversations about responsibility, commerce, and cultural influence. As the campaign unfolds, it will be fascinating to watch whether the partnership ultimately reshapes the perception of both LeBron James and Hennessy or whether it becomes a cautionary tale for athletes and brands alike.