Table of Contents
Key Points
- LeBron James-backed Lobos 1707 seals vodka deal with Diageo, aiming to revive the vodka label and accelerate growth in the booming tequila space.
- Diageo retains a major stake in the venture, leveraging Lobos’ cultural appeal and James’ influence to reintroduce Ciroc through a premium, agave-driven lens.
- The partnership follows Diageo’s split from Sean “Diddy” Combs and marks a broader repositioning toward high-growth categories like tequila and ready-to-drink spirits.
NBA legend LeBron James is deepening his role in the spirits world through Lobos 1707, the ultra-premium tequila brand he backs. The brand has just teamed up with Diageo’s Ciroc vodka in a new joint venture—an unexpected but strategic move that comes as Diageo looks to reposition Ciroc following a messy split with longtime partner Sean “Diddy” Combs.
A new chapter for Ciroc—and a boost for Lobos
This partnership marks a fresh start for Ciroc and a major leap forward for Lobos 1707, which has quickly gained traction in the booming agave spirits market. While financial details haven’t been shared, Diageo is expected to hold a significant stake, with LeBron, his longtime business partner Maverick Carter, and the Lobos team continuing to lead the brand’s creative direction and cultural relevance.
Ciroc, once a staple in pop culture and nightclubs thanks to its flavored vodkas and flashy marketing, has struggled to keep up with changing consumer preferences. Its collaboration with Diddy, which helped turn it into a lifestyle brand, officially ended in 2023 after legal disputes and accusations of racial bias. Looking for a fresh story and a more inclusive brand voice, Diageo found a fitting match in Lobos 1707—an upstart brand that blends heritage, authenticity, and star power.
Launched in 2020, Lobos 1707 is built around craftsmanship and storytelling. Its name—Spanish for “wolves”—reflects unity and strength, values that mirror James’ approach to business and leadership. The brand has grown quickly, and now, it’s poised to play a bigger role as Ciroc looks to reinvent itself.
LeBron James’ growing influence beyond the court
James, the first active NBA player to become a billionaire, has been steadily building a powerful business empire. His investment in Lobos 1707 fits seamlessly into a portfolio that includes SpringHill Entertainment, Fenway Sports Group, Blaze Pizza, and fitness tech company Tonal.
Beyond the numbers, James has become a tastemaker in the lifestyle and luxury space. His ability to connect with consumers—especially those who value culture, identity, and authenticity—makes him a powerful force in shaping brands that resonate.
With this new Ciroc-Lobos venture, he’s not just adding another deal to his résumé. He’s helping reshape the future of the spirits industry—on his own terms.
