JJ Redick laughs off the drama around LeBron James and the Second Decision

LeBron James stirred up social media again, but this time it wasn’t for a highlight play or a broken record. It was a video titled “The Second Decision,” which many interpreted as his retirement announcement. The direct reference to his iconic 2010 special, when he left Cleveland for Miami, set off alarms. But what looked like an emotional bomb turned out to be a commercial campaign for a cognac brand. JJ Redick, head coach of the Lakers, didn’t take long to respond.

According to the report published by Firstsportz, JJ Redick openly mocked fans who thought LeBron James would hang up his sneakers in a branded video. “Did people really think he’d announce his retirement with a bottle in hand?” he said, laughing. The coach, now entering his second year with the team, made it clear that the 40-year-old forward is still fully committed to the season. And more importantly, there are no signs of a farewell anytime soon.

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

Marketing strategy in motion

The confusion was real. The video, released on October 6, triggered an immediate spike in ticket prices for the Lakers’ final home game against the Utah Jazz. Some seats jumped from $85 to over $900 in just hours. LeBron James’ drawing power remains intact—even when he plays with ambiguity. That buzz ended up benefiting the team led by JJ Redick.

The Decision has been made. Cheers to year 23.@KingJames #HennessyxLeBron #TheSecondDecision #HennessyVSOP pic.twitter.com/WnXMZTiEPS

— Hennessy (@Hennessy) October 7, 2025

JJ Redick, for his part, is a central figure in the team’s transition. After a first season with 50 wins and an early playoff exit, the coach received a contract extension that solidified his role as project leader. His relationship with LeBron James and Luka Doncic is often described as fluid and strategic. This season, the focus is on building a more versatile offense, one less reliant on the veteran’s physical dominance.

A lingering injury

LeBron James, currently dealing with a nerve irritation in his glute, missed the entire preseason. But the Lakers remain confident he’ll be ready for the season opener against the Golden State Warriors on October 21. If he suits up, it will mark his 23rd consecutive NBA season—a record unmatched.

Meanwhile, JJ Redick continues to fine-tune the system, and LeBron James remains the center of attention. He’s not retiring, not saying goodbye. He’s simply reminding everyone that in the NBA, the show also happens off the court—and he’s still the ultimate marketing machine.