Yo what’s up everyone, today I gotta tell you about this rabbit hole I fell down the other day. It all started when I saw some random post online about J.R. Smith, you know, that NBA dude famous for the Cavs championship and that wild Finals blunder? Yeah him. Said something like “J.R. Smith is doing big things with Hennessy now!” and I’m sitting there like… wait, what? Since when?
So obviously, I ain’t just gonna scroll past. I get stuck in. First thing I did was open up about five different browser tabs, straight up Googling like crazy. Typed in “J.R. Smith Hennessy” and started digging. Found a bunch of articles from last year mostly, talking about him partnering with them. Not like he owns the company or anything wild like that, phew. Scrolled through his own social media too – Instagram mostly. Dude’s definitely posting himself kicking back with Henny bottles, looking sharp at events, all that. Feels legit promotional.
Next up, I hit up my old college buddy, Mike. Mike’s been in the liquor distributor game in Jersey for ages, knows his stuff. Called him, straight up asked “Yo Mike, you hear anything about J.R. and Hennessy? Real talk?” Mike laughs, says “Yeah man, it’s been buzzing. Seen him at some industry gigs. Looks like a brand ambassador type deal, heavy on promoting to specific communities, you feel me?” That made sense. Smith’s got connections, charisma.
Okay, ambassador. But what’s he actually doing? Kept digging. Started piecing together reports from sports sites and some business blogs. Looks like Hennessy brought him on specifically to help push their Cognac in the Black community, especially younger folks. Using his street cred from basketball, his personality. They launched a whole campaign with him front and center called “Wild Rabbit” or something similar, playing off his unpredictable rep on the court. Saw videos – dude is hosting tastings, doing meet-and-greets, talking about the brand’s history. Seems like he’s taking it seriously, not just cashing a check.
So What’s the Real Deal?
Putting it all together, here’s what I figured out about J.R.’s Hennessy game:
- Got the Call-Up: Hennessy approached him or his team about becoming a brand partner. This wasn’t just him buying cases and calling it a business.
- The Pitch: They wanted his image, his audience – particularly his influence in urban culture. Leverage his story, the ups and downs. Authenticity sells.
- The Role: Dude became the face of campaigns. Showing up everywhere Hennessy needed that cultural connection – events, ads, social media, talking points about mixing tradition with new energy.
- Beyond the Bottle: Read he’s involved with limited edition drops sometimes? Looks like he might have some input on special bottle designs or events tied to his name. Adds exclusivity.
So yeah, it ain’t like he started a distillery. But it is a smart business move after ball. Hennessy gets a popular, relevant face; J.R. gets a fat paycheck and stays visible, building a brand outside sports. Learned he enrolled in college again too! Man’s clearly thinking long-term. Pretty dope pivot, gotta respect it. He’s out there grinding, meeting folks, pushing the brand heavy – definitely more than just posting a bottle pic now and then. That’s the tea I found anyway.
