LeBron James isn’t afraid to announce that he’s one of the GOATs — but this time, he did it to promote a new tequila bottle.
In a press release announcement, it was revealed that the modern NBA legend rocked all of his championship rings — four of ’em! — to promote Lobos 1707 Tequila and Mezcal’s new Extra Añejo tequila bottle, which the champ is seen holding in the photo.
“It’s all about the pack!! We here and we ain’t going nowhere!” he wrote in the caption, making reference to the name of the tequila (lobos means “wolves” in Spanish, and wolves run in packs).
“The new bottle, rolling onto shelves later this month, features an elongated, humanesque vessel adorned with the Lobos 1707 wolf logo now molded into the glass. Extra Añejo is the MVP and the crown jewel of the Lobos 1707 tequila portfolio,” reads the press release announcement.
Lebron James is an investor in the Lobos 1707 brand, which is an independent spirits producer that blends heritage and innovation. Inspired by his ancestor of the same name, Founder and Chief Creative Officer Diego Osorio launched Lobos 1707 in 2020.
Currently, the brand has four premium offerings: Lobos 1707 Joven Tequila, Lobos 1707 Reposado Tequila, Lobos 1707 Extra Añejo Tequila, and Lobos 1707 Mezcal Artesanal.
The investment in Lobos 1707 is just the latest investment by LeBron James, whose quest to become a billionaire is all but guaranteed. As AfroTech previously reported, he has an estimated $850 million net worth (as of this writing), according to Forbes. He’s also listed at No. 5 on the world’s highest-paid athletes, and No. 39 on the Forbes list of the world’s richest entrepreneurs. What’s more, James has the NBA’s top endorsement portfolio, and one of the most impressive year-over-year salaries in the league. And this is to say nothing about his various sponsorships, endorsements and other streams of income. The Bron Reign seems to just be getting started — so it’s no wonder that the man has a nearly cult-like following.
Lobos 1707 is a Black woman-led Company — and LeBron James is a Proud Investor
As AfroTech previously reported, LeBron James is a proud investor in the Lobos 1707 brand of tequila.
“I knew the first time I tasted Lobos 1707 Tequila that it was special,” he said. “Lobos 1707 is about celebrating the strength of the group and bringing people together. It’s about shared passion and values. I love sipping tequila with my friends, and we want a brand that speaks to us.”
For Lobos 1707 CEO Dia Simms, the goal was to introduce more diversity into the spirits industry.
“Representation is sorely lacking, and I really believe it’s important that we make sure we repeat that over and over again — and change it,” she said, exclusively, to AfroTech.