Hennessy and NBA pop-up captivates at The Exchange, TRX

In a grand celebration of shared values and boundless passion, Hennessy, the renowned cognac house, and the National Basketball Association (NBA) have once again joined forces. The collaboration, under the theme ‘Without Your Spirit, It’s Only A Game’, not only signifies a partnership but also embodies a shared ethos of excellence, dedication, and the relentless pursuit of greatness. This year’s collaboration marks a milestone in the ongoing relationship between these two iconic brands, resonating deeply with basketball aficionados and cognac enthusiasts alike.

The pinnacle of this partnership was marked by an extraordinary event held at The Exchange, TRX, on May 8, 2024. The event, a fusion of basketball and Hennessy, redefined the essence of celebration, showcasing the convergence of both worlds in an unprecedented manner.

The Fusion of basketball and Hennessy at The Exchange, TRX

The collaboration between Hennessy and the NBA celebrates the spirit that transcends basketball from merely a sport to a cultural phenomenon. The event at The Exchange, TRX, encapsulated this ethos, offering attendees a firsthand experience of the unique fusion between basketball and cognac. Open to the public from May 9 to May 19, the pop-up space promises a plethora of engaging activities, exclusive merchandise, and opportunities to indulge in Hennessy’s exceptional range of handcrafted cocktails.

Nausicaa Charrier, Marketing Director of Moët Hennessy Diageo Malaysia and Singapore, expressed the profound significance of this collaboration, stating, “Here at Hennessy, we are committed to maximizing our potential, mirroring the dedication of our esteemed partners at the NBA.” Charrier emphasized that this collaboration extends beyond mere partnership; it is a celebration of shared values and a testament to the pursuit of greatness.

Exclusive Merchandise and Limited-Edition Series

Enthusiasts now have the chance to win exclusive merchandise from the Hennessy x NBA partnership by purchasing Hennessy products at participating outlets. The collection, characterized by bold black and lime-yellow hues, includes varsity jackets, jerseys, caps, and more, reflecting the dynamic spirit of both brands. Notably, NBA icon LeBron James has been spotted sporting the varsity jacket from this exclusive collaboration.

Moreover, the collaboration introduces the Hennessy x NBA 2024 Limited-Edition Series, a testament to the foundational principles and values of basketball. The Hennessy V.S.O.P x NBA 2024 Limited-Edition gift box, with its textured surface resembling basketball leather, pays homage to the team spirit of NBA players. On the other hand, the Hennessy X.O. x NBA 2024 Limited-Edition packaging, inspired by the hardwood floor, flawlessly captures the essence of the court. Crafted with precision, these limited-edition bottles epitomize the pursuit of excellence both on and off the court.

Continuing the Celebration

The launch of this series during the NBA playoffs and championships symbolizes the merger of basketball-inspired elements with the essence of the court, sparking boundless imagination. While the Hennessy V.S.O.P x NBA 2024 Limited Edition is now available at selected retail outlets nationwide, the Hennessy X.O. x NBA 2024 Limited Edition is set to launch in July.

Hennessy invites enthusiasts to immerse themselves in the excitement of the Hennessy x NBA 2024 Pop-Up at The Exchange, TRX, from May 9 to May 19. For further information, individuals are encouraged to visit Hennessy Malaysia’s Facebook page.