At 40, LeBron announces his « Second Decision »: retirement or massive marketing ploy for Amazon?
Oct 5, 2025; San Francisco, California, USA; Los Angeles Lakers forward LeBron James (23), wearing a Los Angeles Dodgers hat, smiles after watching his son, guard Bronny James (9), dunk a rebound against the Golden State Warriors in the third quarter at Chase Center. Mandatory Credit: David Gonzales-Imagn Images
LeBron James created a real buzz on social media Monday night by posting a cryptic teaser announcing his « Second Decision » for this Tuesday, October 7th at 6pm. The reference to his famous « Decision » of 2010, when he left Cleveland for Miami, has reignited all speculation about the King’s future.
A retirement announcement or just a marketing stunt?
At 40 (41 in December), LeBron James is starting his 23rd season in the NBA, a longevity record that naturally raises questions about the end of his career. The Lakers player recently admitted that « the end is closer than far », fueling rumors of a possible farewell tour. In fact, ticket prices for the Lakers’ final regular season game exploded on resale platforms, reaching a minimum of $454 just minutes after the teaser was published.
However, several signs point to a marketing operation rather than a genuine sports announcement. The timing is particularly suspicious: October 7th exactly matches Amazon’s Prime Day, and LeBron has already collaborated with the e-commerce giant this summer to announce previous Prime Days. The notable difference this time is the absence of the #ad hashtag, which could indicate a more serious announcement.
The decision of all decisions. October 7th. 12pm EST. 🫡👑 #TheSecondDecision pic.twitter.com/1uop8sIU25
— LeBron James (@KingJames) October 6, 2025
Amazon Prime and NBA: a strategic partnership
The media context strengthens the marketing stunt hypothesis. Amazon Prime begins this season broadcasting NBA games exclusively, including Lakers – Timberwolves scheduled for October 24th. For both Amazon and the league, associating LeBron James with the launch of this partnership would represent considerable audience leverage.
American specialized media recall that last June, an almost identical teaser from LeBron eventually led to a Prime Day campaign, making another branded episode credible. An NBA insider also pointed out on social media that LeBron’s deal with Amazon made this coincidence hard to ignore.
Nevertheless, complete uncertainty remains. LeBron James, a true « media master » according to observers, could surprise with a completely unexpected announcement. Whether it’s retirement announcement, a new commercial partnership, or just a marketing operation, the King has achieved his goal: capturing the attention of the basketball world. Answer tonight at 6pm to separate fact from storytelling.
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