“The NBA has always demonstrated a desire to push the game to new heights and into new arenas of culture,” said Jasmin Allen, Senior Vice President, Hennessy US. “Led by the actions of players, the league and the larger basketball communities that embody Hennessy’s Never Stop. Never Settle. ethos, the game’s influence goes well beyond the court to impact communities around the world, serving as the inspiration for Hennessy’s new campaign.”
Hennessy’s new film depicts the journey of a basketball to demonstrate the places the game can take us, before pivoting to shine a light on communities that are moving the culture forward. From the director, to the stylists, to hero talent, Make Moves That Start Movements features powerful luminaries who are creating new waves and starting new conversations, including:
- Director Joshua Kissi, spotlighting diverse perspectives through film
- Nine-time NBA All-Star Russell Westbrook, designing fashion with purpose
- Literally Balling artist, Victor Solomon, crafting the game beyond the court
- Founder of Hoop York City, Alex Taylor, creating space on the court for women
Make Moves That Start Movements, created in partnership with global creative agency Droga5,
allows Hennessy to extend its Unfinished Business platform to the NBA, leaning into the power of the league, teams, and players to encourage dynamic moves in support of this ongoing movement. A key aspect in this effort is a…
