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James Harden's Wine Shocks the NBA World

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NBA superstar disrupts industry with his bold new wine brand.

a stylish black sneaker with vibrant pink and blue accents, inspired by the colorful labels of james harden's wine bottles. the design reflects a seamless blend of sports and fashion, showcasing the unique connection between harden's wine brand and his signature sneaker line.

James Harden's wine is a vintner's nightmare. The first sip of James Harden's cabernet sauvignon caused a visceral stepback, and the sudden realization that the NBA star was not just a formidable opponent on the court, but also a force to be reckoned with in the wine industry. Philadelphia 76ers G James Harden launched J-Harden Wines with Accolade Wines in 2022, and the brand has revealed its first campaign, disrupting the traditional wine world with a bold and refreshing approach.

NBA Star James Harden Disrupts the Wine Industry with Permission to 'Work Hard, Play Harden'. Last year, NBA superstar James Harden launched J-Harden Wines, introducing a new wave of excitement and innovation to the wine scene. With all cameras on him, Harden used the opportunity to promote his unreleased eighth signature sneaker with adidas in a colorway inspired by the vibrant hues of his wine bottles, creating a seamless connection between sports and lifestyle.

"Work Hard, Play Harden” from Majority highlights the NBA star's accessible J-Harden Wines by taking on snooty category conventions. The brand's mission is to make quality wine more approachable and enjoyable for all, breaking down barriers and inviting everyone to experience the unique flavors and stories behind each bottle. The collaboration between James Harden and Majority is a testament to the power of authenticity and inclusivity in the wine world.

The 8 signature sneakers in a colorway inspired by a J-Harden Wines bottle. The black-based shoes feature pink and blue details pulled directly from the vibrant labels of Harden's wine collection, creating a stylish and cohesive look that seamlessly blends sports and fashion. NBA star James Harden was stunned when fans in China bought 10,000 bottles of wine from his signature brand in seconds during his appearance, showcasing the global appeal and influence of his brand.

James Harden's wine was an immediate success in China. Before James Harden got traded to the Clippers, in the off-season, he visited China for a promotional tour, where he was met with overwhelming support and enthusiasm for his wine brand. The Los Angeles Clippers guard had a look of pure shock and terror on his face in the hilarious now-viral video, capturing the moment when he realized the immense popularity of his wines in the international market.

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