As of the late 2020s, Lebedev is the CEO of Lebedev Global, a company worth billions of dollars that carried all manner of cargo across the planet via air, sea, and land.
Unbeknownst to many, Lebedev is also the founder of the New Sons of Freedom, a militia group looking to secede from the corruptions of the United States government. Lebedev is also part of the Juggernaut Collective, a cyberterrorism cell opposed to the Illuminati. Lebedev uses the resources of Lebedev Global to support the operations of the New Sons of Freedom and the Juggernaut Collective.
2027 and subsequent yearsEdit
In 2027, the New Sons of Freedom are working with the Juggernaut Collective in accessing data on the Killing Floor. At a hideout used by New Sons and Juggernaut members, Lebedev introduces Anna Kelso to Janus. Ben Saxon arrives shortly later with the key to the Killing Floor. Together, the group discovers that the Illuminati intend to assassinate Bill Taggart in Switzerland. Kelso, Saxon, and others then head to Switzerland on a plane belonging to Lebedev Aircargo.
|"One of the highest of the high in the NSF organization, Lebedev is the moneybags behind the whole operation. You've got to hand it to the guy: in a world that's going down the toilet, he's doing okay. He's got his own multi-level jet, his own hangar at the airport, loyal troops and enough cash to go anywhere he wants. A man like that would have a much longer, happier life expectancy if he's just fly off to a tropical island somewhere and not get involved in politics and terrorism. Lebedev has two primary talents. He's a researcher and a talker. You can learn an awful lot from a guy like this, but keep in mind that he's not going to tell you what he doesn't want you to hear. Of course, that goes double for everyone else you know. It's a tough world for an enthusiastic young agent like yourself, and Lebedev can make it tougher."|
|— Description of Juan Lebedev to the player, Deus Ex|
When Paul Denton was ordered by UNATCO to kill Tracer Tong, Lebedev managed to prove to Paul that UNATCO was really a corrupt arm of the conspiracy group Majestic 12. Also, evidenced by the datacubes found in NSF strongholds, Lebedev was responsible for the operation to distribute Ambrosia to the masses, as well as the NSF resistance in Hell's Kitchen.
When JC Denton arrives in Lebedev's 747 in LaGuardia, Lebedev tells JC about UNATCO's corruption, JC and Paul being products of genetic engineering, not natural birth, and the name of the conspiracy group controlling UNATCO (Majestic 12). During this interrogation, Anna Navarre arrives and orders JC to kill Lebedev or let her do the job. Here, JC can choose to kill either Lebedev or Anna.
If JC player refuses to kill Lebedev, Manderley scolds JC for his insubordination. Sparing Lebedev's life does not save him, however, as he is ultimately captured by Majestic 12 and executed. His murder is blamed on JC Denton, as later discovered through media sources.
- It is possible to leave both Anna Navarre and Lebedev alive in the confrontation at LaGuardia. However, this takes some amount of skill as Anna will kill Lebedev herself if JC walks away.
- Juan is a Spanish name. The Russian equivalent for this name would be Ivan. Icarus Effect states that Lebedev's appearance and accent suggest a mixed Hispanic extraction. Lebedev's mixed heritage offers a potential explanation for the mixture of Spanish and Russian words in Lebedev's name.
- Ivanovich is a patronymic name, meaning that his father's first name is Ivan.
- Lebedev is a common Russian family name derived from the word lebed — swan.