Over the years, NBA stars have earned fame and love through their game. While their contracts earn them millions, athletes also earn more through investments, brand deals, and some business ventures. Philadelphia 76ers star James Harden is doing the same, this time with his new launch.

In fact, even stars like Joel Embiid and Travis Scott showed up to support Harden. The launch party for Harden’s wine seemed like a happy affair, with the guard sharing photos online.

Harden was thankful to everyone who made it to his party, eager about what was to come.

Joel Embiid arrived at the wine launch of James Harden

As per reports, Accolade Wines’ new brand will be in collaboration with the former MVP. Naturally, teammate Embiid and rapper Travis Scott arrived to support their friend. The 32-year-old celebrated the great vibes they all felt, thanking everyone sincerely for the support. All photos shared boasted of a great time everyone had, celebrating and enjoying together.

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Embiid and Harden started playing together last year when the former was traded from the Brooklyn Nets. Considering their prowess on the court, many have predicted a deep playoff run for the team. Moreover, the two stars also seem to get along well on and off the court.

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Celebrities and players who could not be there left an encouraging word in Harden’s comments section, asking him to send some over to them.

Is this Harden’s own wine brand?

While this is still by Accolade Wines, this is a new partnership with the NBA star. The announcement spoke of Harden’s style, and how the brand ‘J-Harden x J-Shed’ will represent that. Harden himself seems excited about this new chapter in his life.

“My entrance into the wine game is much bigger than just having my own label,? said Harden. “Through my partnership with Accolade and the release of J-Harden x J-Shed, my goal is to make a high-quality product that can be enjoyed by the masses at a reasonable price.”?

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Harden hopes to reach more people through his brand, and the company is on board with sharing his passion. Additionally, the wine will be available from September to people in the USA. Later, they might expand globally.

Are you excited about Harden’s new brand? Let us know in the comments below.