LeBron's 'Second Decision' Revealed as Amazon Ad

LeBron James posted a cryptic 10‑second teaser titled “The Second Decision,” evoking his 2010 TV special and setting a noon ET reveal for Oct. 7. The image of him seated across from another man and the timing prompted widespread speculation about retirement, a team move, or an off‑court venture. James, 40 and entering his 23rd season with an expiring contract, had previously said retirement was “sooner than later,” which amplified the rumors. His Amazon ties (a Wondery deal and past Amazon commercials) and the clip’s proximity to Prime Day led many to suspect a marketing partnership. The teaser caused Lakers resale ticket prices for a late‑season home game to jump several‑fold, with analysts estimating the buzz added millions in projected revenue. At noon the reveal proved to be a high‑budget Amazon Prime Big Deal Days commercial—not an announcement about his playing future—and reactions ranged from teammates joking about Prime discounts to commentators proposing sponsorship tie‑ins or a farewell tour.