Kevin Hart

with his company, with his own entity.

And the idea of finding cool ways to create and develop partnerships with faces that are and can be more than just an ambassador, but more of a brand.

He's done a great job, man.

He's done a really good job of vetting out the space.

And I'm lucky to have found someone with the mindset, the understanding to help me do the things that I want.

So execution only happens when you have people that can do so.

James is that.

He's an executor.

How did you two meet?

I think you understood early on what my wants and not wants were.

The biggest and I'll say the most important rule that I have, I'm never slapping my name on anything.

If I can't embrace it or I can't do it on a daily and really have an authentic response to it and engage with it as if I engage with everything in my life, then I don't want to do it.

All of my partnerships across the board, whether it's

ownership plays, equity plays, or ambassador-like roles, I truly am embedded and invested into the thing.

So with the wine and spirit space, having my own tequila, it was necessary because I said, look, I only drink tequila.

I'm drinking everyone else's product.

So developing my own version of a product that I can then drink at the same level that I drink my own when I am in it.

space of comfort or celebration could be dope, but let's put a story behind it.

Let's make it different and let's exist in some rare air.

What can be defining or redefining in this space that basically represents me in the best way?