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LeBron James pulled a big fake-out on his fans, and brand experts are split as to whether it was a good move.
The NBA superstar had the basketball world abuzz with a Monday social media post teasing “the decision of all decisions” on Tuesday at noon. It was a reference to James’ infamous “Decision” press conference in 2010, when he announced that he was leaving his hometown Cleveland Cavaliers and joining the Miami Heat.
This so-called “Second Decision” proved far less dramatic. James didn’t announce his retirement from basketball or request a trade from the Los Angeles Lakers, as some fans had speculated.
Instead, the future Hall-of-Famer launched an ad campaign with cognac brand Hennessy.
While some social media commenters found the marketing stunt amusing, many were annoyed. Some branding experts who Business Insider spoke with were also unimpressed, calling the announcement “anti-climactic” and a “rug pull.”
“You wouldn’t expect this kind of move from LeBron,” said Chris Rosica, the head of public relations firm Rosica Communications. “For someone who’s demonstrated so much professionalism, it’s not, certainly, a highlight of his professional career — it’s a letdown.”
However, other brand consultants said Hennessy’s ad is a hit 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, didn’t respond to a request for comment.
‘If you made a bad movie, typically you don’t have a sequel’
James is both a basketball legend and a business mogul. He’s won four NBA championships and four MVPs in his 22 seasons, and has a billion-dollar net worth.
Given that success, some branding gurus were perplexed by James’ decision to set up such a big tease for a publicity stunt, which Rosica called an example of “trolling.”
Scott Harkey, the founder and CEO of ad agency OH Partners, questioned why he’d reference his heavily criticized 2010 free agency decision.
“‘The Decision’ wasn’t a good event — it was a cultural event that was made fun of,” Harkey said. “If you made a bad movie, typically you don’t have a sequel.”
Omar Quiñones, the chief strategy officer at ad agency MEL, said the NBA star’s “wink and nod” posture toward “The Decision” was a playful way of “reclaiming that controversy.” Quiñones, who has worked with alcohol brands like Don Julio and Johnnie Walker, said Hennessy and James are a strong brand fit, and that this campaign was a promising idea.
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Quiñones said he thought the campaign fell flat with its execution. Instead of offering a meaningful payoff for hardcore fans, he said it was just the latest athlete “rug pull,” similar to Tom Brady or Conor McGregor’s misleading retirement and unretirement announcements.
Brands like Hennessy “have to avoid weaponizing nostalgia,” Quiñones said.
Outrage is still attention
Independent brand consultant Jason Brown said Hennessy’s ad stunt was “not overly surprising” and emblematic of “modern-day marketing.”
“We’re all looking for new and interesting ways to engage audiences,” Brown said.
Mark Patricof, who runs athlete-focused investment advisory platform Patricof Co., said that companies are leveraging megastar athletes like James in a fragmented media landscape.
“Buying 30-second spots on television isn’t as effective as it used to be, so you have to be creative,” Patricof said.
Regardless of whether fans enjoyed Hennessy’s LeBron ad, it generated conversation and emotion, said Teemu Suviala, the global chief creative officer at branding design firm Landor.
“Some people love a plot twist, and others hate the suspense,” Suviala said.
Even a polarizing reaction “keeps the brand in the conversation,” he added.
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