Issa Rae Joins Forces with LeBron James’ Lobos 1707 Tequila in ‘Wolf Pack’ Ad Campaign

(Photo: Lobos 1707)

Actress, writer and New York Times bestseller Issa Rae is diving deeper into the world of spirits alongside an A-list lineup of NBA legends.

In a recent ad spot for LeBron James’ Lobos 1707 Tequila & Mezcal, Rae was featured front and center for the first time since investing in the company in 2022. The move comes a few months after Rae unveiled a sparkling Italian wine brand in collaboration with E. & J. Gallo Winery.

“I am ALL about having the best time with the best people,” Rae told Essence in an exclusive interview. “From launching my prosecco last year with my friends to joining the Lobos 1707 Pack, I am ready to conquer this new and exciting venture with this diverse and iconic group of investors.”

 

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Amidst a cut-throat landscape of celebrity-backed tequilas, Lobos 1707 boasts arguably one of the most stacked rosters of investors in history. Backers include the likes of Arnold Schwarzenegger, Paris Hilton and Rich Paul in addition to Lakers’ teammates Anthony David, Fred VanVleet and Zach LaVine. Many made brief appearances in the ad spot, declaring the slogan “all for the pack.”

The brand was founded in 2020 by Diego Osorio. Following in the footsteps of a 16th-century ancestor who shipped Mexican agave spirits across the Atlantic in Spanish barrels, Osorio finishes all the brand’s aged expressions in Pedro Ximénez (PX) Sherry wine casks.

“I knew the first time I tasted Lobos 1707 Tequila that it was special. When I learned more about the brand story and leadership team, I knew I wanted to be a part of it,” said James in a press release at launch.

“Lobos 1707 is about celebrating the strength of the group and bringing people together. It’s about shared passion and values. I love sipping tequila with my friends, and we want a brand that speaks to us.”

Of course, Lobos is not alone. Alongside Michael Jordan’s Cincoro Tequila, Yao Ming’s Yao Family Wines and Stephen Curry’s recently launched Gentleman’s Cut Bourbon, the brand competes against an avalanche of athlete-backed alcohol imprints jockeying for our attention on liquor store shelves.

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