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‘The Decision’
Business World Philippines
|October 10, 2025
LeBron James has always known how to frame a moment. Fifteen years after “The Decision” turned a career choice into a made-for-television drama, he tried it again, but this time as parody or, perhaps, performance art.
A “major announcement,” teased with cinematic gravity, sent fans into a frenzy of speculation and would-be profiteers scrambling for tickets to his projected last game. Was it retirement? A trade? A farewell? None of the sort, it turned out, but, rather, a commercial. The greatest player of his generation had built a marketing cliffhanger for a cognac partnership and, somehow, it felt perfectly on brand.
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