James Harden, An NBA Star Pokes Fun At Wine Snobs
James Harden, an amazing NBA star is again in the headlines for his Fun At Wine Snobs. Everyone knows about Harden’s wine brand and how famous it is. But this time for its advertisement campaign, he has poked fun at the industry’s snobbish behavior.
The campaign, titled “Work Hard, Play Harden,” includes videos about decanting and ‘the swish,’ created by the creative agency Majority.
In these ads, Harden challenges traditional norms in the wine industry, like the formal process of decanting. The goal is to promote a message of inclusivity and enjoyment, countering the negative perceptions of wine and its terminology in certain communities.
In one video, a poetic voiceover explains decanting to classical music, but Harden interrupts, saying, “Look, just pour this thing into this thing, into this thing.” The approach aims to make wine more accessible and fun for everyone.
Harden said: “As a Black-owned business owner, I want to make wine more available to all communities. I want people to know they can enjoy some of the finer things in life and do it at an affordable price.”
Philadelphia 76ers star James Harden has joined forces with Accolade Wines to create his own wine brand. Together, they’ve crafted a collection that reflects Harden’s passion for fashion, art, style, and, of course, wine.
This collaboration expands Harden’s wine venture, which has already seen success in the Americas, Japan, Philippines, and Malaysia. Notably, his wines were a huge hit in China, where 10,000 bottles sold out in just 10 seconds during a livestream with Chinese influencer Xiao Yang.
Last summer, Harden also initiated this partnership with Accolade Wines, launching the J-Harden collection under the Jam Shed brand. The collection began with a California Cabernet Sauvignon and a California Red Blend.
CMO of agency Majority, Jorge Hernandez, said: “Our sweet spot as an agency is at the intersection of sports, music, fashion and culture, where conventions are being defied. J-Harden Wines is a brand born at that intersection.”
Accolade marketing director of the Americas, Ming Alterman, said: “James has brought an elevated energy and enthusiasm to the wine industry through the launch of J-Harden Wines and its success over the last year.
“We’ve accomplished so much together in a short period of time, and the response from his fans and our consumers has been incredible. This campaign is part of our commitment to increasing awareness of J-Harden Wines and making them more accessible in the United States and internationally.”
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