LeBron James and his SpringHill Company partner Maverick Carter are launching The Shop, inspired by the TV series of the same name, with seven productsSkyler Caruso is a Writer and Reporter of PEOPLE Digital Entertainment. She joined PEOPLE in 2021, but has eight years of experience working in digital publishing with a focus on entertainment and pop culture news.
The James-led series, co-created by Paul Rivera and Randy Mims, premiered on HBO in August 2018 and is now in its seventh season. Filmed in a barbershop setting, James and Carter invite guests — like"Through filming The Shop and through some of those conversations, we started realizing there may be an opportunity," Rivera tells PEOPLE while sitting alongside Carter. "And to Maverick's point, it just felt very authentically connected to the brand, The Shop experience.
"He's the most committed and dedicated person that I've ever seen, and that's why he's such a high achiever," Carter continues."I think there'll be much more for fans to learn about himThe high-performance products are designed for all men — addressing various needs for their skin, hair and beard. It's made with multi-beneficial, nourishing vegan and cruelty-free formulas that are soft on the skin, and simple and effective to use.
"We want to deliver that feeling through the products," Carter tells PEOPLE at the launch event, adding that the goal is to "feel comfortable and confident" each day and "to be the face of whatever you choose to be."As for The Shop product James favors the most? "He loves them all," Carter says on his behalf. "His grooming routine has been honed over many years of being in lots of locker rooms.