NBA legend LeBron James has partnered with Hennessy to release a limited edition bottle of Hennessy VS, marking a significant collaboration between the two cultural icons.
Dubbed the Hennessy Limited Edition by LeBron James, the bottle and its accompanying gift box to be sold feature a vibrant design, including a colorful portrayal of James’s profile, according to an ESSENCE report.
The iconic Hennessy Bras Armé logo, which is typically depicted as an “armed arm,” has also been reimagined for this release.
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The arm is adorned with a crown to symbolize “King James,” and is also covered in a sleeve, which is a different-classy and signature accessory James wears on the basketball court.
The limited edition bottle will be made available to buyers from Monday, September 30.
This partnership involved not just James but also his wife Savannah, his chief of staff Randy Mims, and his business partner Maverick Carter.
The NBA legend expressed his excitement about the collaboration in an exclusive interview with ESSENCE, and said, : “I’ve been a fan of the brand for a long time now and had a chance to be part of a collaboration this year with Mitchell & Ness. From there, we got to talking, and the partnership became a natural progression, with their team spending time in my hometown of Akron, and my wife Savannah, Mav, Randy, and myself spending time in Cognac.”
“To now be a part of the Hennessy family in this way is something I’m extremely excited about,” James told ESSENCE. “The brand and I share similar values, and we are both always striving for excellence and greatness.”
Antoine Varlet, the senior vice president of Hennessy U.S., also expressed the brand’s enthusiasm for the partnership and said: “We are elated to officially welcome LeBron James to the Hennessy family after many years of mutual admiration and friendship,” Varlet said. “LeBron is not just a basketball star, but someone who redefines boundaries in sport, style, culture, and beyond.”
“This partnership is more than just a collaboration, it’s a statement about what’s possible when two cultural icons come together,” Varlet added.
As part of the collaboration, James is also showcasing the versatility of cognac by sharing his personal recipe for a Hennessy Margarita cocktail. The cocktail, which uses Hennessy VS, lime juice, agave syrup, orange liqueur, and orange juice, was inspired by the NBA star’s time spent in Cognac.
For consumers who prefer to enjoy Hennessy neat, the blend still remains unchanged.
However, the bottle’s design is now a departure from the usual simplicity, focusing more on honoring James’s career and his incredible impact on and off the court.
As the 39-year-old NBA legend enters the final years of his playing career, this partnership with Hennessy serves as another milestone in his storied journey, and James says its an honor to him to achieve this on a personal level. “I’m very appreciative of the journey, the highs, lows, and everyone that’s been a part of it,” James said. “As a kid from Akron, it’s unbelievable to see myself on an iconic brand like Hennessy’s.”
Lebron James’s influence extends far beyond basketball, with successes in television, film, business, philanthropy, and now spirits. This partnership with Hennessy further cements his legacy. “I’ve always believed in pushing boundaries and exploring new opportunities beyond the court,” James said. “Each venture I’ve pursued—whether it be with The SpringHill Company, LeBron James Family Foundation, LRMR, or this latest project with Hennessy—is about more than just business. It’s about storytelling, culture, community, and legacy.”
Looking forward, James is focused on continuing to make a meaningful impact, knowing he remains an inspiration for many around the world. “I’m always thinking about how I can best express myself and inspire others,” he said.
With this collaboration, the “King” and the king of cognacs are teaming up to present the world with another cultural milestone, continuing to inspire young athletes and professionals worldwide.
