HENNESSY TAKES OVER ICEBERGS POOL AT BONDI BEACH WITH A POP-UP BASKETBALL COURT
Spirits were high as Hennessy, the world’s best-selling cognac, brought its global National Basketball Association (NBA) partnership to Australian shores for the first time at Sydney’s Bondi Beach through an immersive take-over activation to celebrate Hennessy as the “Official Spirit of the NBA” worldwide.
At Icebergs in Bondi Beach – one of Australia’s most iconic locations – the popular ocean pool underwent a transformation to develop a first-of-its-kind Hennessy x NBA basketball court. The monochrome design immediately juxtaposed by the bright and natural surrounding landscape of Sydney’s shores, commanded full attention amidst its ocean surrounds, magnifying Hennessy’s links to art and culture and highlighting the Hennessy x NBA campaign ‘Move the Line’ – which celebrates those who push the game forward.
Former NBA players Andrew Bogut and Corey ‘Homicide’ Williams were joined by special guest’s professional Australian tennis player Nick Kyrgios and musician Flex Mami, who manned the decks and kept spirits high all morning-long mixing a series of R&B and hip-hop tracks.
Dynamic and exciting for both NBA fans and brand-lovers alike, the pop-up court set the scene to capture the culture of the NBA in its distinctly Australian context and was the official tip-off for a series of NBA x Hennessy events timed to the NBA Playoffs.
In the months ahead, Hennessy x NBA will take up residence in some of Sydney’s & Melbourne’s most beloved venues giving guests access to an exclusive line up of Hennessy x NBA ‘baller’ experiences and entertainment such as sneaker customisation labs, ‘All-Star’ Hennessy cocktail upgrades, Hennessy street food pairings, plus NBA game viewing parties and access to exclusive Hennessy x NBA merchandise throughout the NBA Playoffs and Finals season.
For a once in a lifetime shot, Hennessy x NBA will also release a $100K SHOT Competition for over 18’s beginning June 7 until the end of July. Fans can purchase a bottle of Hennessy VS to be entered in the draw for one of three chances to attempt a half-court shot to win $100,000 as well as exclusive Hennessy x NBA merchandise prize packs.