Slam dunk – Hennessy x LeBron James collaboration celebrates ‘spirit of mastery’ in Asia travel retail

ASIA PACIFIC. Moët Hennessy Travel Retail is celebrating the success of its campaign in partnership with American basketball superstar LeBron James, spotlighting the launch of a channel-exclusive limited-edition VSOP across key airports in Asia.

The Hennessy x LeBron James VSOP campaign marks the Cognac brand’s debut collaboration with the National Basketball Association (NBA) hero in travel retail.

The partnership was brought to life through immersive activations at Singapore Changi Airport with Lotte Duty Free and Hong Kong International Airport with CDF-Lagardère, underlining the shared values of perseverance and excellence between Hennessy and LeBron James.

While serving as a commemorative release, the collaboration is also a tribute to the basketball legend’s 20th NBA season, his historic journey playing with son Bronny and his 40th birthday in December.

Hennessy describes James as the “epitome of this spirit of mastery”, a quality deeply rooted in the brand’s heritage of fine Cognac craftsmanship.

The limited-edition VSOP showcases James’ image and a custom logo, highlighting the partnership. The redesigned Hennessy Bras Armé, with the NBA star’s crown emblem, reflects their shared commitment to excellence.

The bottle comes in a custom-designed gift box, serving as a collectable keepsake.

Moët Hennessy Managing Director Asia Pacific Travel Retail shares Vanessa Widmann said: “With this release, we honour not only LeBron’s achievements in sport but also the legacy he continues to build off the court. As a brand, Hennessy is inspired by individuals who, like us, push beyond limits to achieve greatness and inspire others. This partnership reflects that synergy.”

The Hennessy x LeBron James VSOP Limited has launched in select airports across Asia Pacific, with more locations to be added in the coming weeks.