As the holiday season is on, the James family is in a merry mood. LeBron James’ wife, Savannah James received a special gift from their long-time $30 million sponsor, Beats By Dre, a deal that King James inked in 2008.

Savannah took to her Instagram story to reveal the pair of headphones she received from Alo x Beats by Dre headphones. She shared her appreciation and warmly captioned the post,  “Thank you Beats @bydre fam. The collab is 🔥@alo.”

The featured Beats headphones were a special collaboration piece with Alo, a yoga and wellness company, to create a limited-edition collection called Alo x Beats by Dre: Royal Edition, where the earpieces are embossed with ear muffs fur to keep ears warm.

Backtracking this to 2008 when the brand was just in its budding phase, James received a small stake in Beats Electronics. In return, James had to do nothing more than wear the said product on his head. In fact, when Beats By Dre became the official headphones of the NBA in 2018, this is what the “silent investor” James, who is the first NBA player to wear Beats By Dre headphones on game day, said about the former CEO of Beats Electronics,

“My relationship with Beats goes back to the start. I’ve been close to Jimmy Iovine for years and obviously have deep admiration for Dr. Dre. When Jimmy told me about Beats and let me try the first version, I was in.”

The Lakers star is known for his love of music and headphones and has been often spotted wearing them before and after games. He also has his own signature line of Beats products, which feature his logo and colors. The partnership with the brand has been a masterstroke by the basketball veteran and he has spoken in the past about how deeply he values their partnership. But one particular move by the brand drew the family closer to the brand.

Beats by Dre is more than just a brand for LeBron James