Hennessy x NBA Pop-Up Court Campaign Celebrates Basketball Culture In Kuala Lumpur

Hennessy and the NBA partnered together to host an extraordinary basketball, cognac and art experience.

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Hennessy, the world’s best-selling Cognac and the first-ever global Spirit partner of the NBA, launched its “Game Never Stops” pop-up court campaign in Kuala Lumpur.

The campaign celebrated basketball’s cultural influence on and off the court and aimed to create a unique fan experience through NBA and Hennessy’s collaboration.

Patrick Madendjian, Managing Director for Moët Hennessy Diageo Singapore & Malaysia, addressing the guests at the launch in Slate @ The Row. (Pix: Edelman)

The pop-up court offered a variety of basketball culture, including basketball challenges, specially curated NBA cocktails, and performances by local artists and DJs.

The interactive pop-up court was open from May to June at Slate @ The Row in the city’s heart.

The pop-up court campaign reflects Hennessy’s commitment to pushing its potential to the fullest and supporting trailblazers of culture. (Pix: Edelman)

The pop-up court campaign reflected Hennessy’s commitment to pushing its potential to the fullest, just like its partners at the NBA, and supporting trailblazers of culture.

Hennessy has formed a powerful partnership with well-known streetwear labels Atmos KL, resulting in a strong collaborative effort. (Pix: Edelman)

Hennessy had supported various visionaries, tastemakers, and creative leaders globally, bridging the brand’s heritage as it strived for progress with culture.

The brand recognized that young Malaysian artists and athletes excelled and inspired their generation, reflecting Hennessy’s spirit of excellence.

Hennessy celebrates young Malaysians who excel in arts and sports and inspire their generation. (Pix: Edelman)

The interactive pop-up court was a curation of a one-of-a-kind fan experience through the NBA and Hennessy’s collaboration.

It offered a variety of basketball culture, including basketball challenges, specially curated NBA cocktails, and performances by local artists and DJs.

The pop-up court campaign reflects Hennessy’s commitment to pushing its potential to the fullest and supporting trailblazers of culture. (Pix: Fernando Fong)

Hennessy aimed to take its partnership with the NBA to a new and unexplored level through this campaign.

The brand was excited to bring this experience to Malaysian fans and create a cultural pinnacle for Malaysian basketball, cognac, and art enthusiasts to share their experiences.

The pop-up court campaign creates a cultural pinnacle for Malaysian basketball, cognac, and art enthusiasts. (Pix: Fernando Fong)

With Hennessy and the NBA’s long and illustrious history and shared values of pushing the limits, this campaign created the perfect synergy between Hennessy and NBA.