Lobos 1707 Air Force 1:
with LeBron James
A single courtside moment sparked a movement. When LeBron James was spotted bringing his own bottle of tequila to an NBA playoff game, culture took notice—and “Bring Your Own Tequila” was born.
Building off that viral energy, Crewed partnered with Lobos 1707 Tequila and LeBron to turn an unscripted flex into a high-impact seeding and product drop that blended sneaker culture, luxury spirits, and celebrity storytelling.
Crewed designed a limited-edition BYOT gift kit, anchored by a custom pair of Nike Air Force 1s featuring a gold foil Lobos 1707 logo embossed on the heel, paired with an exclusive bottle of Lobos 1707 Reposado / Extra Añejo tequila.
The entire set was housed in a custom-branded wooden crate, elevating the gift into a collector-level artifact. These kits were personally seeded as birthday and friendship gifts from LeBron James and Maverick Carter to LeBron’s inner circle—celebrity tastemakers and sneakerheads including DJ Khaled, Offset, and more.
The reaction was instant. Unboxings flooded social feeds, turning the gift into content and the content into culture. The moment traveled beyond social, landing on TMZ, further cementing the drop as a crossover moment between sports, music, fashion, and luxury spirits. What started as a private gesture became a public flex—authentic, organic, and impossible to replicate with traditional ads.
The seeding program scaled into a consumer-facing moment through an exclusive NTWRK app giveaway, inviting fans to win their own #BYOT kit by downloading the app.
The drop culminated in a live-stream conversation on NTWRK with LeBron James, Maverick Carter, and Lobos 1707 Founder Diego Osorio, blending access, storytelling, and commerce in real time. Rooted in Lobos 1707’s craftsmanship—100% Blue Weber agave, PX barrel finishing, and old-world solera techniques—the campaign fused heritage and hype.
By turning a viral lifestyle moment into a fully realized cultural activation, Crewed helped Lobos 1707 show how celebrity seeding, premium design, and live-stream commerce can transform a product launch into a headline-worthy movement—proof that when culture leads, attention follows.
