Hennessy has teamed up with NBA superstar LeBron James to launch a new limited-edition cognac, following their partnership forged last year.
Dubbed Hennessy VSOP by LeBron James, the drink draws inspiration from the basketball player’s dynamic style, with a vibrant orange design and his signature “crowning” gesture.
“Our first collection was about a shared pursuit of excellence and boundary pushing, and this new limited edition is another chapter in that story,” said the basketball legend.
“The design features my crowning gesture, which is special for me and stands for celebration and connection.”
The launch is supported by a global campaign titled ‘The Second Decision’ referencing James’ 2010 interview ‘The Decision’, humorously reimagined to highlight his connection to the project.
Vincent Montalescot, CMO at Hennessy, said the partnership builds on shared values between the brand and James.
“LeBron James is a cultural figure whose influence extends beyond sport,” Montalescot said.
“He reflects a spirit of collaboration and social connection, values that align with Hennessy’s.”
