LOBOS 1707

Chapter 02

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ALL FOR
THE PACK

The second chapter in the Build a Bigger Table brand platform, #AllForThePack drives home a message around the power inherent in representation and community, showing how sharing makes both individuals and their groups stronger.

LEBRON’S COURTSIDE
MOMENT

“ALL FOR THE PACK” shows James receiving the bottle from Maverick Carter at a Cleveland street sign, referencing the 2022 ALL-STAR WEEKEND hosting city. James is then shown seated with friends at a game and gently places the bottle on the floor between his feet, echoing a real-life scene that played out as he witnessed Game 6 of last year’s NBA playoffs in Milwaukee with a Lobos 1707 Extra Añejo bottle underneath his seat.