Luciano Cigars has revealed the inspiration behind its Underrated brand as five-time NBA champion Ron Harper.
In a press release, Luciano Cigars stated, “Ron Harper embodies the spirit of resilience and unheralded excellence, and in his second chapter – off the court, Harper has emerged as a cigar aficionado and businessman, passionate about providing opportunities to those who are often overlooked. Harper, a legend whose career epitomized the essence of defying expectations and delighting in the underrated, has been working behind the scenes of this genre-disrupting brand to ensure the cigar stands out for its own unique experience over the allure of a celebrity endorsement. Now that the cigar is getting the recognition it deserves, it’s time to reveal Ron Harper’s role.”
According to Luciano Cigars, Harper has been involved in every step of Underrated’s development to ensure the cigar and brand experience defy expectations and achieve what he considers ” champion quality.”
In a press release, Harper commented: “In every stage of my career, I’ve seen firsthand how the unexpected can harbor greatness. This partnership on the construction of Underrated is a homage to those moments and to everyone who revels in the joy of discovering the exceptional in the unanticipated. When you defy expectations, you have a chance to delight in the underrated!”
Harper will appear at the 2024 Premium Cigar Association (PCA24) trade show in Luciano Cigars’ booth. This will allow cigar enthusiasts to meet Harper and learn about his role in Underrated.
In a press release, Luciano Cigars founder and president Luciano Meirelles added: “As we celebrate this partnership and the remarkable synergy between Ron Harper and Luciano Cigars, we invite you to rediscover the pleasure of the underrated, to embrace the moments of surprise that enrich our lives. “Underrated” cigars are not just a choice but a journey to the essence of enjoyment, where true value is not heralded by acclaim but by the quality of experience.”
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