Hennessy x LeBron
LeBron and Hennessy team up for a friendship of epic proportions

Before launching, we teased the partnership. For the first time ever, LeBron acknowledged the long-standing joke about him only reading the first page of books. 
With “The First Page”, a symbolic introduction to the beginning  of a beautiful friendship between him and Hennessy. Later when he arrived in Cognac we welcomed him with a giant mural.

Before this year’s Olympics, there was a video of Team USA players spinning a ball on their fingers and LeBron wasn’t able to do it. So we introduced the Hennessy x LeBron Limited Edition bottle to the world than with a bit of redemption for King James.

For years LeBron’s been known to… stretch the truth about his involvement in certain events. 
But when it comes to his role in Hennessy’s history, LeBron’s finally telling the truth. 

Or is he?

When you’re a king, you get immortalized in the form of an extravagant painting. 
When you are an iconic basketball player joining a new team, you’re welcomed to the city with a larger-than-life mural.


We brought both those worlds together to formally welcome King James to Team Hennessy. The mural lit up the Los Angeles Coliseum in a stunning projection, and also took over a building near the Crypto.com Arena.

Never one to rest on his laurels, LeBron took our collab even further and worked with us to design a basketball that mixes a cocktail as you dribble. And, of course, he had to share the fun, gifting a few to his friends to try out too!