NBA star LeBron James marketed it himself as "the decision of decisions" when the 40-year-old posted a cryptic video on his X account on Monday.
On Tuesday, everything cleared up - it was a PR stunt. "King James", as he is called, has initiated a collaboration with a leading cognac brand.
"Begging for money"
On his social media accounts, negative comments poured in after the announcement and he is now being criticized by Washington Post columnist Candace Buckner:
"The man who was supposed to be the king has made himself a peasant begging for money, and he is not spending his final years as the greatest player in history, nor as a modern-day activist and champion, but as a narcissist who fears the passage of time", she writes in a column.
"The decision of decisions" is a reference to what came to be called "The Decision" in the summer of 2010. Over 13 million people then watched a special program on ESPN in the USA where LeBron James announced that he was leaving Cleveland for Miami after his contract with the Ohio club had expired.
"By referring to 'The Decision', LeBron knew that Tuesday's announcement would lead to maximum emotional charge for the fans. And then it just turned out to be liquor advertising?", writes Dan Shanoff on The Athletic/The New York Times.
Scored the most points
Perhaps no one should have been surprised, considering that James is already featured in a multitude of advertising contexts, dominating the Los Angeles player's social media feeds rather than being a voice for various social issues, according to the Washington Post.
"This is how LeBron has chosen to end his time as ruler: as an advertising pillar for any brand and as a poser chasing any audience. The king is not dead or even on his way to retirement. He is just for sale", writes Candace Buckner.
LeBron James went to the LA Lakers in the summer of 2018 and is the player who has scored the most points in NBA history. He is entering his 23rd season in the professional league - also a record - and has won four NBA titles.
