The Intersection of Wine, Spirits, Fashion, and Sports Through Carmelo Anthony and Siegelman Stable

By Cassell Ferere originally published on Forbes.com

Fashion, sports, wine, and spirits often have separate worlds, but for NBA icon and entrepreneur Carmelo Anthony, they intertwine seamlessly within his endeavors. In an industry increasingly defined by cultural diversity and multi-disciplinary creativity, Anthony has embraced his multifaceted interests to create a lifestyle brand [StayMe7o] that transcends interests and cultural boundaries.

The community lies within brands and with the help of harness-inspired brand Siegelman Stable, and founder Max Siegelman, Anthony celebrated his and business partner Asani Swann’s wine estate brand VII(N) The Seventh Estate, at an intimate dinner in New York City at the Siegelman Stable’s Holiday pop-up shop at 10 Greene Street. The night hosted influential names like BMX athlete Nigel Sylvester, marketing guru Gary Vaynerchuk, NBA stylist Chantelle Thach, and Bravo TV reality television star Jordan Emmanuel, to name a few.

Wine and spirits have long been synonymous with sophistication, celebration, and culture. A growing trend is blending the worlds of luxury beverages, high fashion, and sports, creating new avenues for cultural storytelling and engagement. Carmelo Anthony’s entry into the wine industry was rooted in curiosity and a desire to create something meaningful. His longtime collaborator Asani Swann is instrumental in building the VII(N) The Seventh Estate portfolio.

“We’ve been working together - 10, 12 years,” Anthony notes, reflecting on his partnership with Swann. “I realized she came from a corporate background and had expertise beyond that role. Once we identified her strengths, I wanted to see what she wanted to do, and we started talking [about] businesses. I wanted to bring her up to sit side by side with me in these companies. Let’s go build it.”

Anthony’s passion for culture and craftsmanship has transcended his athletic career on the basketball court, ushering in the hooded NBA warm-up uniform, following his “Hoodie Melo” era, where he intensely focused on his craft as a basketball player. Swann shares the same values, with a creative synergy.

"We started with one wine, one varietal, back in 2020, just to test the waters and see if my palate could translate into something meaningful. The response was incredible. Now, it’s not just a single bottle—it’s a full-fledged wine brand with nine varieties and counting.

We have some exciting programs coming up, including a Black History Month initiative called Peace and Power. For me, it’s about creativity and breaking away from what’s already being done in the wine industry.”

This dynamic duo saw an opportunity to disrupt an industry that, according to Anthony, "needs new creativity, new excitement, and youth." Their shared vision was to modernize the wine space while honoring its rich traditions.

“It’s about branding and messaging. We want to elevate the culture and offer meaningful, elevated luxury. I wanted to tap into that gray area that beverage companies aren’t exploring—bridging fashion and wine in a more intimate setting,” Anthony details.

Siegelman Stable is a legacy name that has entered the fashion lifestyle space, reviving a family racing horse stable into a fresh take on contemporary style. With the brand hats being its best-seller, it drew Anthony to have the equestrian-inspired brand co-host VII(N) The Seventh Estate Wine and Spirits Festival at Cannes Sports Beach this past summer 2024. “With Max and our team, we went to Cannes to bring something fresh to the industry and to that part of the world,” Anthony describes.