PR95485

HENNESSY CELEBRATES BASKETBALL'S CULTURAL INFLUENCE ON AND OFF THE COURT AND ITS ONGOING NBA PARTNERSHIP WITH THE LAUNCH OF ITS 'GAME NEVER STOPS' CAMPAIGN

COGNAC, France, April 15, 2022 /PRNewswire=KYODO JBN/ --

    - Directed by Award-Winning Director and Music Producer Maceo Frost, The

Short Film Showcases Global Talents from The Music, Photography and Fashion

Worlds

Hennessy, one of the world's best-selling cognac and first ever global Spirit

Partner of the NBA, is pleased to announce the launch of its new campaign Game

Never Stops, as the two continue to expand their partnership across the world.

The new creative celebrates and amplifies the influence that the league, the

sport itself, and Hennessy have had beyond the game and the court in so many

unique cultural facets of society.

Video - https://www.youtube.com/watch?v=I5dKT_44g_M  

Logo - https://mma.prnewswire.com/media/741217/Hennessy_Logo.jpg

Presented via a short film developed by creative agency Droga5 New York &

directed by award winning director and music producer Maceo Frost, the Hennessy

'Game Never Stops' campaign tells the story of a sport that has created a

cultural movement with a global impact that goes far beyond the lives of those

who play and watch it. Through his immersive directing style Frost showcases

the influence basketball has had on the work of four talents within the music,

photography, and fashion industries, all yielding from different parts of the

world.

Hennessy's 'Game Never Stops' campaign features British musician AJ Tracey,

Chinese rapper Masiwei, Paris-based photographer and filmmaker Kevin Couliau,

and French fashion designer Stephane Ashpool – all visionaries, tastemakers and

creative leaders who are re-drawing boundaries in their fields and have found

themselves influenced by basketball culture. As it takes us on a journey across

the globe, the 'Game Never Stops' short film showcases the reach of basketball

culture across Africa, Asia, North America, and Europe within the settings of

the countries themselves and on those who inhabit them – proving that 'game' is

so much more than four quarters played on a hardwood floor.

"At Hennessy we constantly strive to push the limits of our expertise as do our

partners at the NBA. It's this likeminded attitude that has created such a

synergy between us, resulting in a global community of trendsetters from

different fields and walks of life, all of whom have been influenced by the

culture that Hennessy and the NBA aim to foster," said Laurent Boillot,

Hennessy President and Chief Executive Officer.

To further highlight the connection between Hennessy and the NBA and the impact

that the two have had on pop-culture, Hennessy will continue to collaborate

with the four featured campaign talents on a series of artistic commissions

throughout the global NBA partnership.

Hennessy is eager to spread the 'Game Never Stops' message through this

campaign, aiming to take its partnership with the NBA to new and unexplored

level. As the league tips off the NBA Playoffs, Hennessy invites you to join in

the global conversation by continuing to place your stamp on and off the court.

To learn more and see activations around the world, please visit Hennessy.com [

https://c212.net/c/link/?t=0&l=en&o=3504829-1&h=270878761&u=https%3A%2F%2Fc212.net%2Fc%2Flink%2F%3Ft%3D0%26l%3Den%26o%3D3504829-1%26h%3D2041888352%26u%3Dhttps%253A%252F%252Fwww.hennessy.com%252Fen-int%252Fgame-never-stops%26a%3DHennessy.com&a=Hennessy.com

] and @hennessy [

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] #hennessyxNBA

About Hennessy

The leader in cognac, the Maison Hennessy has shined around the world with its

exceptional blends for more than 250 years. Built on founder Richard Hennessy's

spirit of conquest, the brand is present in more than 160 countries. Based in

the heart of the Charente region, Hennessy is also a steadfast pillar of the

regional economy, the standard-bearer for a sector rich in expertise. The

House's success and longevity are rooted in the excellence of its cognacs, each

of which is born of a unique process of transmission from generation to

generation. The first wine and spirits house to be certified ISO 14001,

Hennessy unites its capacity for innovation and the support of all of its

partners to protect this exceptional area.

As the crown jewel of the LVMH Group, Hennessy is a major contributor to French

international trade, with 99% of production sold in export, and a worldwide

ambassador for the French art de vivre.

                   PLEASE DRINK RESPONSIBLY – NOT FOR FRANCE

Contact: Nicole Colasanto, nicole.colasanto@northsix.com

SOURCE  Hennessy