NBA superstar LeBron James had the sports world buzzing this week after teasing what he called “the decision of all decisions.” Fans and media speculated about a possible retirement or team change, but the announcement turned out to be a scheme or stunt, just a new marketing campaign with cognac brand Hennessy. The reveal left many disappointed, sparking a lively debate among branding professionals and fans alike. Business Insider turned to Chris Rosica, CEO & President of Rosica Communications, for perspective on how the stunt reflects on James’ personal brand and broader marketing strategy.
According to Business Insider, James’ post referenced his infamous 2010 “Decision,” the televised special where he announced his move from the Cleveland Cavaliers to the Miami Heat. By framing his latest announcement in a similar way, he built massive anticipation only to deliver what many called an anticlimactic move rife with opportunism. While some praised the campaign for generating media attention in a crowded landscape, others saw it something that is beneath James’ professionalism, which he consistently communicates on and off court. (He has walked the walk in this regard and is always the consummate professional.
Chris Rosica, a PR veteran, crisis communications counselor, and author of The Authentic Brand, told Business Insider that the move was “not, certainly, a highlight of his professional career — it’s a letdown.” He added that the campaign felt more like “trolling” than a strategic marketing decision, suggesting it could undermine the authenticity that James has worked hard to build over his 22-year career. Rosica explained that while creating buzz is valuable, “misleading or manipulating audiences can damage credibility and trust—two pillars of any strong brand.”
Other experts quoted by Business Insider agreed that while controversy can drive conversation, outrage is not always the kind of attention brands should seek. The campaign may have achieved visibility, but at the cost of audience goodwill. Rosica’s comments underscore a broader fact: authenticity remains the foundation of effective brand storytelling. When brands or public figures do things purely for financial benefit, they risk eroding long-term loyalty and reputation.
This media moment reinforces what Rosica Communications, a national public relations and crisis communications agency, counsels its clients: stay true to your values and audience. Whether managing brand reputation, developing thought leadership, or executing integrated marketing communications, credibility is the cornerstone of influence and sustained engagement.
Read the full Business Insider article.
About Rosica Communications
Rosica Communications is an award-winning national public relations, crisis communications, and thought leadership agency that helps organizations build and protect their reputations through strategic positioning and authentic storytelling. The firm’s proprietary Thought Leadership Measurement Matrix™ evaluates and optimizes thought leadership programs to ensure PR measurement and marketing ROI.