LeBron James and Business Partner Maverick Carter Enter the Grooming Game with The Shop (Exclusive)

LeBron James is shooting his shot in the world of grooming.

The NBA All-Star, 39, made his debut with the launch of The Shop, a seven-pack collection of hair and skin care products inspired by his award-winning TV talk show of the same name.

The Shop was created in collaboration with James’ longtime friend and business partner Maverick Carter, who spoke exclusively with PEOPLE at a launch event in New York about their new venture and how their brand “naturally” came about.

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“There wasn’t an aha moment, it was more of a gut feeling,” Carter says of creating the barbershop-inspired brand. He credits the “ethos” of Store because what the line strives to achieve is: “bringing communities together” and “empowering them through conversations”.

The James-hosted series, co-created by Paul Rivera and Randy Mims, premiered on HBO in August 2018 and is now in its seventh season. Filmed in a barbershop setting, James and Carter invite guests – such as Tom Brady, Drake, Quinte Brunson and David Beckham – to talk, debate and inspire through roundtable discussions.

LeBron James launches The Shop Men’s Grooming line.

Store

“Through the filming of Dućan and through some of those conversations, we started to realize that there might be an opportunity,” Rivera tells PEOPLE while sitting next to Carter. “On the Maverick point, I felt very authentically connected to the brand, The Shop experience.”

While James wasn’t at the unveiling event in NYC (due to the Lakers’ road win against the Memphis Grizzlies on Wednesday night), Rivera assured he was involved “every step of the way” providing input and feedback since their first meeting on the venture. .

“He was very clear about what he wanted to see in the product,” Rivera continues. – There was nothing in which he was not a part.

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The Los Angeles Lakers star’s engagement did not come as a shock to his childhood friend Carter, who is also the CEO of James’ multimedia company SpringHill Company, which they co-founded in 2020. “Nothing surprises me, but what continues to surprise me is his dedication and commitment,” Carter says of the athlete.

“He’s the most dedicated and dedicated person I’ve ever seen, and that’s why he’s so successful,” Carter continues. “I think fans will be able to learn a lot more about him as his [NBA] career ends and he enters the next chapters of his life and career.”

Paul Rivera, LeBron James, Maverick Carter, Nneka Ogwumike, Jay-Z and Bad Bunny appear in The Shop series.

Courtesy of HBO

High performance products are designed for all men — meeting the different needs of their skin, hair and beard. It’s made with multi-benefit, nourishing, cruelty-free vegan formulas that are gentle on the skin and easy and effective to use.

The care collection includes seven products: facial scrub, moisturizing face lotion, soothing shaving cream, aftershave tonic, nourishing beard cream, 2-in-1 moisturizing hair water and hair styling pomade.

Coinciding with The Shop men’s grooming line is the launch of “Be The Face,” a creative campaign (below) featuring James, Carter and Rivera aimed at empowering men with barbershop-inspired tools to be the most confident and purposeful versions of themselves.

“I remember like it was yesterday, walking into the first barbershop I ever went to,” James says in an exclusive video clip he shared with PEOPLE. “Entering the store, one feels a certain aura,” he continues. “That’s what paradise is. You just feel… untouchable.”

“We want to convey that feeling through the products,” Carter tells PEOPLE at the launch event, adding that the goal is to “feel comfortable and confident” every day and “be the face of who you choose to be.”

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As for The Shop product James loves the most? “He loves them all,” Carter says for him. “His grooming routine has been honed over the years in many locker rooms.”

Carter points out that The Shop Face Lotion Daily Hydrator is “very important for [LeBron],” especially when you’re trying to “stay hydrated after hours and hours of sweating on the basketball court.”

Rivera jumps in: “He’s got a fantastic beard.” If he had to guess James’ favorite, he would choose The Shop Beard Cream Leave In Conditioner. “He had his own point of view on it, as on all other products,” he notes.

LeBron James’ The Shop Men’s Grooming Line products.

Store

“Men, we don’t want too much,” James says of grooming routines in the “Be the Face” video. “We want to be quick, fast and efficient. Start watching our football games, eating and sleeping.”

The Shop Collection is available exclusively at Walmart starting April 1st. Each product is under $10, which Carter told them “was important” to them when considering pricing.

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“We wanted to make sure we didn’t shut out our community,” Rivera tells PEOPLE. “We’re incredibly happy with where we’re at, not only from a price point of view, but also because of the quality of product we’ve been able to offer at that price point.” He concludes, “At our core, it’s a barbershop for the community.”

Categories: Trends
Source: HIS Education