The Intersection of Wine, Spirits, Fashion, and Sports Through Carmelo Anthony and Siegelman Stable
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.
“The brand’s message and aesthetics really stood out to me - the simplicity and the idea of wearing a crown. It’s different! To make something like horses resonate with culture is not easy, but Max has done that, and it’s connecting,” says Anthony. “You don’t often see collaborations between beverage companies, fast food, and culture, so this was about starting small - keeping it discreet and subtle - and building genuine relationships before anything else.”
Founder Max Siegelman details his brand mission in working with Anthony and Swann, “Before my first drop, I always said I wanted this brand to connect with people from all walks of life. Whether you're a kid in the city of Atlanta or a farmer in Iowa, the story we tell—about harness racing and equine therapy opportunities—transcends any single group. It's a piece of culture. I've always had my pulse on cultural shifts, and I finally decided to apply it to something deeply meaningful to me”
Anthony’s foray into the wine industry reflects his approach to sportsmanship: it’s about craftsmanship, discipline, and pushing boundaries. His passion for wine took him from Napa Valley to the vineyards of France, where he immersed himself in the art of winemaking.
“My first time was in Napa. Initially, it was just about enjoying wine, but it turned into wanting to learn more about the business,” Anthony recalls. “Later, I went to France to dive into the culture, history, and tradition of winemaking. I wanted to understand how to extract elements like fashion and art from that culture to create something unique.”
"I wanted to really dive into the culture and tradition," he said. "How can I silo the fashion and artwork out of this culture?" This intersectionality fuels Anthony’s creative pursuits, allowing him to bring fresh ideas to both wine and sports.
In both wine and fashion, Anthony champions inclusivity and accessibility. "For so long, the barriers in the wine industry were up—you had to be suited and booted," he said of the expected attire. "Now it’s about coming as you are, enjoying the wine, the conversation, and the people."
This ethos is mirrored in Anthony’s personal style, blending polished aesthetics with casual elegance. Whether donning a workwear-inspired look from Siegelman Stable’s latest Fall Winter ‘24 collection or experimenting with menswear’s evolution, Anthony represents a broader shift toward democratizing luxury.
Anthony’s brand continues to grow, with VII(N) The Seventh Estate expanding to include nine varieties and future collaborations, like the upcoming Peace and Power initiative for Black History Month. Beyond wine, Anthony is exploring other spirits, including tequila and his partnership with 1800 Tequila.
For Anthony and Swann, wine, fashion, and sports are more than industries, they’re platforms for cultural elevation and storytelling. Through VII(N) The Seventh Estate and his ventures in fashion, Anthony is crafting a legacy that celebrates creativity, community, and authenticity.
Anthony mentions, "It’s not about big parties—it’s about small rooms, impactful conversations, and creating something meaningful." In doing so, he’s redefining what it means to be an athlete, entrepreneur, and cultural tastemaker. Siegelman Stable as a brand has always been associated with sports that build community. Today, the brand sees a larger platform for sports, fashion, and cultures to exist together, working as a catalyst of such environments with its many collaborations over the years.