After achieving an impressive 20 seasons in the NBA, four MVP Awards, and securing the official all-time scoring record, LeBron James has seemingly conquered the impossible. Yet, his latest venture may surprise everyone. The 39-year-old basketball icon is taking on a challenge in the highly traditional 500-year-old cognac industry, collaborating with renowned French producer Hennessy to launch a limited-edition collection that aims to defy convention and shake things up.
In an announcement made directly from the iconic region in western France, the spirits producer described the Hennessy Limited Editions by LeBron James project as a coming together of ‘two giants’. Fittingly, the new collaboration kicks off with two new releases, the Hennessy Limited Editions by LeBron James Very Special (V.S) and the Hennessy Limited Editions by LeBron James Very Superior Old Pale (V.S.O.P).
Both arrive with a fresh new design that speaks to James’ remarkable career and legacy on the court, with both the bottle and gift box featuring an illustrative portrait of the legend in purple and orange. The iconic Hennessy Bras Armé has also been reimagined, intertwined with the trademark crown of King James himself.
“As an admirer of Hennessy and its iconic brand, I’ve always appreciated its commitment to basketball and how it celebrates the sport’s influence on and off the court,” James said. “I was fortunate enough to visit the Maison in Cognac a while back, and seeing the care and craftsmanship that go into creating each bottle was pretty incredible. This collaboration represents a shared sense of dedication and discovery coming to life for everyone to enjoy.”
The latest collaborative releases continue Hennessy’s push into the world of the NBA, following the brand’s multi-year global marketing partnership with the sporting code. In recent years, Hennessy’s “Courts Beyond Limits” program has seen the brand install a series of basketball courts at iconic settings across Africa, Asia-Pacific and Europe, including a floating court on Syndey Harbour. Importantly, Hennessy CEO Laurent Boillot explained that the project was about more than just what happens on the court, detailing the enormous cultural impact that players like LeBron James have rightfully garnered.
“Hennessy is very proud to announce our collaboration with LeBron James,” Boillot said. “He is a legend in basketball who pushes boundaries in sport, style and culture; we wanted to honour all our deep and shared values. This limited edition is a celebration of our friendship, mutual respect and drive for excellence. Together we have created a fresh and vibrant collection for a new generation of fans.”
The Hennessy Limited Editions by LeBron James collection will be available for purchase at select Australian retailers from October 15. The V.S. will be available at Dan Murphys, while the V.S.O.P will be sold through Qantas Online.
