Hennessy x NBA: A pop-up event for basketball enthusiasts

hennessy x nba

HENNESSY, the world’s premier cognac brand, marked its global marketing partnership with the National Basketball Association (NBA) by launching the “Without Your Spirit, It’s Only A Game” campaign. 

The goal of the campaign, which was opened on Saturday at SM Megamall’s Mega Fashion Hall, is to celebrate basketball and exquisite cognac aficionados in one space.

Photo Courtesy: Bryan Gadingan

“We all know that basketball is one of the pillars of Philippine culture, which makes watching the NBA an important part of Filipino fans’ daily life,” said Nick Sonderup, General Manager of Hennessy Philippines.

“This is what the Hennessy and NBA partnership is all about, honoring fans and their unwavering passion. We believe that basketball is more than a sport.”

“Basketball is a collective celebration of talent, culture, and spirit. And this brings together individuals who push their boundaries and limits, and brings that energy on and off the court,” the official added.

Photo Courtesy: Bryan Gadingan

The event also introduced the “Hennessy Very Special x NBA Limited Edition” bottles and provided unique access to the Hennessy x Mitchell & Ness capsule collection, which features gear tailored to ballers. 

This will be available from June 15 to June 30, as Hennessy continues to commemorate its collaboration with the NBA in the Philippines through an immersive pop-up experience at SM Megamall Fashion Hall.

My experience

Loud, enthusiastic hiphop music greeted me as I entered the pop-up event. The atmosphere was unrivaled as I walked throughout the area, surrounded by well-known artists, influencers, and basketball players.

I was fortunate to attend the same event as David Licauco, Rei Germar, Mikee “Tito Mikee” Reyes, basketball stars Tyler Tio, Rey Nambatac, and Robbie Herndon. 

Photo Courtesy: Danica Ulanday

Throughout the pop-up event, we experienced basketball-themed activities such as freshly crafted basketball-themed Hennessy cocktails at the Hennessy Bar station, followed by the Player Cam and the ref magnet-producing photobooth.

Nothing beats the focal point of the pop-up event: a large silver Hennessy ball at the center. You can take pictures inside because it is loaded with Hennessy x NBA balls. 

Photo Courtesy: Bryan Gadingan

Overall, the pop-up event’s launch was exciting and enjoyable. I had the opportunity to experience it before it was open to the general public. 

The ambience was also very Gen Z, with everyone wearing their own streetwear style. Before leaving, visitors were given a Hennessy x NBA ball, a bottle of “Very Special” cognac, and an ice molder.

This event demonstrated that basketball is more than a sport; it is a culture and spirit that runs through the veins of Filipino fans. This event will boost the NBA spirit in our country.

Follow republicasia on Facebook, Twitter, and Instagram to get the latest.