Celebration Season: LeBron James Unveils Hennessy Collab and Talks Bronny’s First NBA Game: ‘I’m Excited to Just Be Present for Him’
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LeBron James knows his way around the basketball court, but to hear the NBA champ tell it, he knows his way around a good celebration as well. That’s the spirit behind the basketball star’s new collaboration with Hennessy, which launches with a special-edition bottle of cognac next week.
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The Hennessy Limited Edition by LeBron James offers a “very special” take on Hennessy V.S, one of the most popular cognacs in the world. The new collab reimagines the iconic Hennessy bottle with LeBron-inspired details, including an illustrated portrait of the NBA star on the front, and a new red and white sleeve on the bottle neck (or bras armé as Hennessy calls it). The recent Olympic champ’s name is etched onto the label in gold and white. The bottle is also presented in a display-worthy gift box that also features James’ image.
NEW RELEASE
Hennessy Limited Edition by LeBron James
Available September 30
Hennessy says they were proud to work with James on this exclusive release, citing “their mutual respect, shared drive for excellence and commitment to pushing boundaries.” In a press release, the spirits brand calls this partnership a “celebration of greatness.”
James personally visited the Hennessy maison in Cognac to see the production and bottling process. The liquid in the new bottle is the same expression that has been part of the V.S. release for decades, made from hand-selected grapes and a blend of 40 eaux de vie.
Ahead of the new NBA season, Rolling Stone caught up with James to talk about the new Hennessy release, how he stays motivated on the court, and the advice he’s given to his son (and new Lakers teammate) Bronny.
You get asked to partner with brands all the time. What was it about Hennessy that made you want to work with them?
I enjoy working with people who are passionate about coming together to do something special for the long run. I’ve admired Hennessy for years, especially their dedication to both sports and community. There’s a strong desire for excellence and pushing boundaries, which is what we hope to pull through this collaboration.
What’s your personal connection to cognac and Hennessy?
For me, Hennessy has been part of many James family occasions as well some milestone moments in basketball. It’s something that brings people together to celebrate life’s big and small wins. Most recently, I enjoyed putting my personal touch on a Hennessy cocktail to celebrate representing the red, white, and blue this past Olympics.
What was in this cocktail?
It’s a fresh twist on the Hennessy Margarita cocktail featuring Hennessy V.S, lime juice, orange liqueur, orange juice and agave syrup.
You’re about to enter your 22nd season, which ties Vince Carter for the league record. What keeps you motivated on the court, after all you’ve accomplished?
What drives me is my love for the game. I’ve been blessed to achieve a lot in my career, but there’s always room for growth, both on and off the court. I’m motivated by the opportunity to still make an impact, to lead, and to keep winning at the highest level. It’s not just about championships, it’s about inspiring the next generation and continuing to push myself. I still have a lot to give, and that’s what keeps me going. This latest collaboration with Hennessy is a testament that there is always something new to pursue, boundaries to push and that the journey to greatness never ends.
This is also your son Bronny’s rookie season in the NBA. Are you doing anything special to celebrate?
There will definitely be a Hennessy V.S in safe keeping for when Bronny turns 21 or when the time is right there after. It will be a special moment for sure.
What advice have you given Bronny, as he begins his NBA career?
The biggest thing I’ve told him is to stay focused and be himself. I’ve been on this journey for over two decades and have a blueprint to share for his own journey and his own abilities, and I’m excited to just be present for him [both] as a teammate and a father. And beyond his career and as general advice for life: have fun.
What are your goals for the new season?
For this season, it’s simple — being appreciative of the moment. While I’m engulfed in the preparation and process and doing whatever it takes to help my team win, I want to make sure I’m enjoying the moment around me alongside my son, my teammates, and the fans. You can lose sight so quickly throughout the course of the season and taking that step back to celebrate those moments is what I’m looking forward to… with that Hennessy V.S by my side.
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