Hennessy, the Official Spirit of the NBA, WNBA, NBA G League and USA Basketball, unveiled a new creative campaign starring NBA Icon Russell Westbrook, “Literally Balling” artist Victor Solomon, and founder of Hoop York City Alex Taylor. Make Moves That Start Movements brings to the fore the collective drive of NBA communities to take the game beyond the court.
Hennessy’s new campaign highlights 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 intellectuals who are starting new conversations. Director Joshua Kissi spotlights diverse perspectives through film, nine-time NBA All-Star Russell Westbrook designs fashion with purpose, Victor Solomon crafts the game beyond the court and founder of Hoop York City, Alex Taylor, creates space on the court for women.
Created in partnership with global creative agency Droga5, Make Moves That Start Movements, lets the world’s best-selling Cognac brand to extend its Unfinished Business platform to the NBA. A key aspect of this effort is a multi-year, league-wide partnership that will extend the reach of Unfinished Business and include league-specific activations. Unfinished Business is Hennessy’s initiative providing material support to help Black, Asian and Latinx small business owners.
The narrator of Hennessy’s new campaign, Russell Westbrook talks about Unfinished Business.
Two things that have made me who I am today are my drive on the court and inspiring and impacting others beyond the game of basketball. Working with Hennessy, I’m able to continue expanding my legacy to make a meaningful impact and keep inspiring others to Make Moves That Start Movements.
Hennessy will also offer covetable NBA memorabilia made for fans through local auctions and social giveaways, including items such as Westbrook’s game-worn custom NBA Black History Month warm-up shirts, autographed basketballs and more. All proceeds will benefit One Hundred Black Men, the Hispanic Federation, and the Asian American Business Development Center in honor of Unfinished Business.