THE SPIRIT OF NBA
Community is the family you choose: it is a way of living. And for Hennessy, that remains a solid truth, for it brings people together to achieve the unachievable: a characteristic that is deeply embedded in our own DNA. Not only that, but having a community gives us a chance to be a part of something far greater than ourselves and connects us closer as we experience the moment together. That is what Hennessy shares with the NBA. And with you – our Hennessy fans – an endless source of inspiration, constantly driving us to push the game forward. Because Hennessy is more than just cognac, and NBA is more than just basketball: we represent global communities. Through this partnership, we are able to support a game and culture that brings people together despite the current challenges faced by fans around the world.
For more than 250 years, Hennessy has celebrated those who embody the "Never Stop. Never Settle" ethos that is personified by the players’ unwavering commitment to drive culture forward. With Hennessy’s partnership with the NBA, we are able to give you an intimate look into the lives of the greats themselves that have not only shaped the sports industry but also embodied NBA’s ethos mantra.
Vince Carter, one of the sport’s most storied and influential players—sits down for an exclusive chat in celebration of the global partnership between the National Basketball Association and Maison Hennessy. “The reason why I was able to last was my willingness to do whatever it took to stay the course and to stay in the league as long as I could and know there is no ‘shortcut’”, he continued. The spirit of basketball, according to Carter, is like “an emotional rollercoaster”: for every victorious and triumphant game to those bad days, this just brings the competitive spirit of the game to the audience. And that is why the audience loves NBA. The appreciation for Hennessy stems from Carter’s philosophy being echoed by Hennessy’s “Never stop. Never settle” mantra.
On the other hand, Scoop Makhathini, a prolific television presenter and a high priest of South African street culture, also embraces the spirit of the NBA to the fullest with dedication to the game.
“Lessons that I’ve learned from basketball are things that play a part of my life every day. I left Port Elizabeth thanks to my scholarship to study through basketball, my first travel overseas was
through basketball. It opened up so many doors for me and till today it’s giving back to me”, he shared.
Truly embodying the “Never stop. Never settle” mantra, he is a living mogul and inspiration with creative sparks and a hustler at heart. For every thought he thinks of, he makes it into reality with perseverance and dedication.
As a brand that has not settled since the crafting our very first bottle of cognac in 1765, we know progress when we see it. And that is why Hennessy’s role will be to celebrate everything that pushes game forward. From the fans that truly changed the sport, to the players that inspired fans. From the Freaks, the Lukas, and the Pops; to personalities that continue to inspire in their craft. It is the season that never stops. The game that never settles. And the time for celebration.
