James Harden

James has become a force to be reckoned with in worlds beyond the hardwood, building a personal brand and legacy far beyond the game that made him a household name.

Today, as James strives for a title with the LA Clippers, he is also making strategic moves off the court—investing in interests that will support his lifestyle long after his playing career has ended.

From his flourishing wine label, J-Harden Wines, to ownership in Houston’s soccer teams, Dynamo and Dash, James’ ambition seemingly knows no bounds.

But what drives the man behind the brand—a player widely regarded as one of the greatest scorers and shooting guards in NBA history—and why is he so resolute in his commitment to reaching even higher heights?

Join us in this Sports World exclusive as we delve into the world of one of basketball’s most iconic characters, James Harden.

For James Harden, redefining what’s expected on the court has been a part of his makeup from the outset. Known for his signature step-back three-pointer, James hasn’t just mastered his skillset; he’s reinvented the role of a shooting guard.

Looking back on his already stellar career, he attributes much of his success and adaptability to the mentorship of coaches who encouraged him to look beyond conventional roles: “I changed the game in a positive way,” says James. “Now the NBA is positionless and I think that it’s more fluent… if you can play, you can play—if you can’t, you can’t.”

James’ impact on the game is clear for all to see. Today, the NBA celebrates versatility, a shift that his style helped pioneer. By all accounts, his career has been marked by this pursuit of innovation.

Each accolade and point scored isn’t just a personal achievement but a stepping stone toward a bigger picture—one that includes inspiring future generations.

“Over my career I think one of the defining moments was building a legacy and changing the game of basketball,” says James. “Having little kids that watch me or imitate moves and things that I do and I’ve done throughout my career… that’s a defining moment.”

By developing a style that is all of his own, James has inspired young players to compete with authenticity and fearlessness. And yet even with all his achievements in life, James believes his journey on the court will remain unfinished until he gets his hands on a championship ring.

“I’ve accomplished a lot of individual goals, [but] I’m still chasing the championship,” he admits, reflecting on the one feat that eludes him. “I’ve been a part of a few really, really good playoff finals. As a younger man, going to Oklahoma City—going to the finals is definitely an experience. It shaped me to be the player that I am today.

“I think in life, you go through learning experiences and you become a better player, a better person. So, I’m grateful for those experiences.”

It is those experiences that have laid the foundation for the tenacity that motivates James today.

Clearly, for him, a title with his beloved LA Clippers would be the icing on the cake—a way to cement his legacy as one of the greatest NBA stars of all time; a true champion who revolutionised the game.

Basketball may be where he made his name, but James’ interest in sport extends far beyond the court. In recent years, he has focused heavily on soccer through his part ownership of Houston’s professional teams, the Dynamo and Dash.

As part of the club’s ownership group, James joined forces with majority owner Ted Segal, who stepped in to revitalise Houston’s soccer scene. Segal’s ambitious vision for the clubs includes bolstering player resources, upgrading facilities, deepening fan engagement, and creating an environment where Houston can thrive within the MLS.

And for James, his venture into soccer has become more than a simple business investment—it has become a passion project helping grow a sport that while widely celebrated in Europe, is still finding its place in American culture.

Discussing his investment, James explained, “Obviously it’s about Dynamo and Dash, but it’s [also] about the entire MLS league as a whole and how soccer is growing in America. It’s considered a European sport… but I’m excited about the development that the youth is having an opportunity to be a part of.”

His commitment to helping the sport grow reflects a much larger vision for the future of soccer in the U.S., especially as the country prepares to host the 2026 World Cup. It would seem James has invested at a pivotal moment—one that could elevate the sport’s presence across the nation. “The World Cup is coming here in a few years, and hopefully [in] these next handful of years we’ll see soccer become a big part of American culture.”

His goal is no longer focused on financial returns, but about laying the groundwork for a sport that he believes can bring people together on an entirely new scale. In his eyes, soccer shares something special with basketball—the power to unite. “Some of the [similarities] that I see between soccer, basketball, [and] sports in general, is that they bring people together,” he says.

“I think it brings happiness to people’s lives.”

His enthusiasm for the MLS and youth soccer in America reflects not only his business acumen but also his belief in the importance of sports in shaping communities and building connections.

As a part-owner, James is deeply invested in the growth of the sport, not just for the players on the field but also for the fans who love the game. “Life is nothing without sports,” he says. “So I’m just happy to be a part of it.”

James is no stranger to seizing opportunities, and while basketball has brought him fame and fortune, he is acutely aware of the importance of building a future that lasts beyond his playing career. Enter J-Harden Wines, his latest venture born out of a love of fine wine that has quickly become a successful business in its own right.

“The opportunities were presented as far as having my own business of wine,” says James. “I took full advantage of it, and now I’m growing a business to where it’s successful and it’s continuing to grow.”

The attention to detail that has made James an unquestionable success on the court, has also made his endeavours away from the game equally as successful. He is actively involved in the development of J-Harden Wines, from the label design and price point to the bottle’s aesthetic, ensuring it resonates with his personal brand and appeals to a diverse audience.

“We have a team that figures out what the needs [are] in the market and we attack it,” he says, clearly driven by a strategic, hands-on ethos. “I think we’ve done a really good job so far.”

James’ entrepreneurial spirit isn’t simply about success—it’s about being a “trendsetter” even when his ideas don’t align with the status quo. Whether that be an investment in Tequila Gran Diamante or Mitchell & Ness, James is leading the way for professional athletes.

“It might not fit into what is going on at the moment,” he says. “But people will eventually catch up.”

At the heart of James’ life is a desire to leave a meaningful legacy; a legacy that goes beyond his sporting career and establishes him as a leader in both business and philanthropy. “[I am] just finding a way to be the best basketball player I can be, the best philanthropist I can be and a businessman,” says James. “I don’t know how many years I [have] left of playing basketball, so the business aspect in my system had to take over.”

As James balances multiple ventures, he remains fully committed to building something that will endure. For him, entrepreneurship is both a responsibility and a passion, a way to shape his future and reinforce the notion that he is—in his own words— “built for this.”

In James’ life, success has come to mean more than trophies and individual accolades—it’s about uplifting others along the way. Throughout his career, he has made giving back a core part of his mission, focusing on communities that have played a part in his journey to the top.

From Los Angeles and New York to Houston and Philadelphia, he is committed to making a tangible impact in the cities that have made him feel so welcome.

“I’ve always been into giving back… helping the community and the less fortunate,” he shares.

“Every time I’m in those places, I’ve seen communities where they need help, and so we’re trying to put our foot down until we help these communities as much as we can.

“We’ve been doing it for years and years and we’ve got a long way to go, but I feel like we’ve been doing a really good job of helping a lot of unprivileged communities.”

What truly sets James aside from his fellow athletes and business moguls is that his philanthropic endeavours go beyond financial donations—they’re about building resources and fostering environments that empower young people; notably sports courts and playgrounds in some of the poorest communities across America.

It’s an approach that stems from his childhood memories of playing basketball outside, something that he fears children nowadays are missing in an era dominated by screens and social media.

“I just remember me growing up as a kid and having the opportunity to play basketball outside,” he says. “Nowadays, social media has taken over the world, so kids that are growing up aren’t really having an opportunity to go outside and play.”

By creating safe spaces and opportunities for children to engage with sports and each other, James hopes to offer the next generation what he values most—connection and community.

Through initiatives like his Impact13 Foundation, James’ generosity is driven by the belief that sports can be a transformative force, providing discipline, joy and a sense of belonging. For James, giving back is more than charity. It’s about defining his legacy, ensuring his influence can be seen and felt beyond the confines of the court.

James’ presence has become unmistakable. Whether he’s pulling up for a shot in the final seconds of a match or making a bold tunnel-fit entrance, his style choices have cemented him as one of basketball’s foremost trendsetters.

Known for his distinctive look and unique approach to fashion, James’ style is more than a personal statement; it’s an extension of his identity.

“What influences my style? I think just the culture—seeing things, being outside, being around family, friends,” he says. “You create your own way, you create your own swag, your own confidence; that’s how I’ve always been. For me, it’s having that ultra confidence and being comfortable with what I wear.”

As one of the NBA’s most recognisable stars, James has always preferred to go against the grain when it comes to wardrobe choices. From vivid patterns to experimental fits, his style reflects his bold, unapologetic, and truly authentic disposition.

But James’ impact on culture goes beyond clothing; it extends to how athletes perceive their own brands and identities. He is part of a movement of modern athletes who view fashion as a platform for self-expression, redefining what it means to be a sports star in today’s world.

His legacy is one of authenticity, serving as a reminder that the best way to stand out is to stay true to oneself. As he continues to turn heads both on and off the court, James is leaving a lasting impression on not only sports fans, but people around the world, proving that he’s not only a game-changer in basketball but also in culture.