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SportsLeBron JamesOct 06, 2025

LeBron James’ ‘Second Decision’ May or May Not Be an Ad

Another possibility: retirement.

By Lucas Wisenthal
LeBron James Second Decision
Photo by Ronald Martinez/Getty Images

In July 2010, when linear television still ruled the day and Instagram was three months off, LeBron James turned the choice of the team he’d next play for into 75 minutes of airtime on ESPN.

The Decision saw LeBron, an unrestricted free agent since the first day of the month, announce that he’d take his talents from his hometown Cleveland Cavaliers to the Miami Heat, whom he’d lead to two NBA Championships in the three years that followed.

Today, on the eve of his 23rd season in the league, he announced another existential moment:

Many have concluded that LeBron, 40, will announce his retirement. But while he’s been open about the fact that his career is winding down, he also said at training camp last week that he was “excited to play the game that I love for another season.”

Others suspect this could be part of a promotional campaign—possibly for Amazon’s October Prime Day, which happens to fall tomorrow. It wouldn’t be the first time.

Whatever it is, “the decision of all decisions” is set for noon EST tomorrow.

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