A game changing takeover lands in Selfridges this August, as Hennessy brings courtside action to one of the UK’s most renowned retail destinations, to celebrate its marketing partnership with the National Basketball Association (NBA).
A newly announced highlight of Sportopia this summer, shoppers can catch the Hennessy x NBA experience for a limited period from 12th to 31st August.
The iconic cognac brand will bring basketball court to life on the Corner of Oxford Street and Duke Street. Those up for the challenge can practice their free throws and play a one-minute shootout challenge to compete for a spot on the leader board, with a Hennessy X.O NBA limited edition (£200 value) up for grabs for each daily winner (over 18 only).
Those that don’t know their three pointers from their point guards need not miss out on the exciting action that Hennessy has in store, as the brand brings to life the sport’s famous in-game entertainment, the ‘Henny Cam.’ The Hennessy Corner Shop will be rigged with a camera, inviting shoppers to pucker up for a true NBA fan experience.
The first-of-its kind installation will also include a Hennessy bar in what will be crowned the ‘Hennessy Player’s Lounge’. The bar is a perfect space to kick back and enjoy a Hennessy V.S on the rocks, or even sample a delicious cocktail served from this summer’s ‘Made For More’ campaign, fronted by Teyana Taylor and Damson Idris. From Hennessy Margarita over to Pineapple or a Berry Mojito– the bar will have something to suit everyone’s taste.
Visitors can also take a piece of the action home, with a range of global exclusive Hennessy x NBA sleeves (£44.99 – Teams: Atlanta Hawks, Brooklyn Nets, Cleveland Cavaliers, Dallas Mavericks, Golden State Warriors, and Los Angeles Lakers) as well as one of the unique Hennessy silver basketballs (£85) available to purchase for a limited time.
The Spirit of the NBA
This ground-breaking collaboration underscores the shared commitment of Hennessy and the NBA in celebrating community, culture, and excellence. As the official Spirit of the NBA, Hennessy continues to support the league’s global platform, promoting inclusivity and the pursuit of greatness.
Or, to wear a piece of the action, customers can exclusively purchase a Mitchell & Ness x Hennessy x NBA basketball jersey (£175) in a striking black colour, uniquely decorated with lime-green lettering and the only place you can purchase one of these limited-edition jerseys. For those who want their name in lime green lights on their jersey, they’ll be able to do so with personalisation only available at the Corner Shop.
To truly top off the Hennessy experience, the brand will also be showcasing the striking masterpiece it created to celebrate the NBA’s 75th Anniversary. A one-of-a-kind partnership with designer Lorenz Bäumer that includes a magnum of Hennessy Paradis set within a crystal basketball, the piece magnifies the exceptional cognac and pays tribute to the most famous basketball league of all time.
The magnum tells the story of the NBA down to the smallest detail – gold adorns the leather, weaving itself across the box, while its pattern is reminiscent of the design of parquet wooden floors. When the time to taste arrives, the story continues. In total there are only 75 units of this exquisite masterpiece globally, with one on show at the Corner Shop throughout the time of the pop-up space. A true spectacle not to be missed.
Julie Nolet, Managing Director at Moët Hennessy UK, said: “Following our floating NBA basketball court in 2022, we’re known for coming up with fun and unexpected locations and what better this summer than by slam dunking it in the centre of all the action? Right in the heart of one of the UK’s most culturally iconic locations, Selfridges on Oxford Street”.
“We’re inviting all Hennessy and sports fans to join us this August and get in to the Spirit of the NBA and the summer of sport by shooting some hoops and sipping a Hennessy cocktail at our Player’s Lounge Bar.”
Judd Crane, Executive Buying Director at Selfridges, added: “We’re excited for customers to experience this incredible new Corner Shop concept, where a basketball court, courtside bar and edit of exclusives bring a taste of courtside action. The collaboration joins our Sportopia line up, a celebration of sport at Selfridges this summer, with a shared commitment to celebrating community and culture.”
Join the Celebration
The Hennessy x NBA Corner Shop takeover at Selfridges is a must-visit destination this summer. Whether a cognac connoisseur, a basketball enthusiast, or simply looking for an unforgettable experience, this unique collaboration offers something for everyone.
For more information and to stay updated on events and exclusives, visit Selfridges.comor follow Hennessy and Selfridges on social media.
