The synergy of the Hip Hop lifestyle and the NBA were once again realized on February 10 when the premier basketball league and Hennessy announced a multi-year partnership making it the Official Spirit of the NBA, WNBA and USA Basketball.
“We are pleased to be partnering with the NBA, a forward-thinking league that embodies our ‘Never stop. Never settle.’ mantra,” Hennessy’s Senior Vice President Giles Woodyer said in a press release. “There’s an energy pulsing through the NBA that compels it to evolve, to push the limits of its own potential. Our new collaborative journey is rooted in this joint passion and will explore the realms of legacy, culture and innovation.”
Naturally, the NBA’s side felt the same way.
“Our partnership with Hennessy provides an exciting opportunity to reach and engage with a broader segment of basketball fans around the NBA’s marquee moments,” Dan Rossomondo, NBA Senior Vice President, Media and Business Development, added. “As the iconic brand continues to expand its business in sports marketing, we look forward to creating elevated experiences and unique initiatives that celebrate the game of basketball.”
Rap fans are well aware of Hennessy’s prevalence within the lyrics and who else but longtime brand ambassador Nas to connect the dots. The Hip Hop legend was recently nabbed to poetically narrate a television spot titled “The Lines” as white contours make up both the diagram of a basketball court and a Hennessy bottle.
https://www.youtube.com/watch?v=o7l_d40iN9M
“The laws of the game say the lines contain it but contain it, they fail,” he begins. “Cross the line. Move the line. Break the line. This game forever grows. Forever spreads. No corner of society out-of-bounds. A cultural force no whistle can stop. The court dimensions may be set. But this game is ever-expanding. The spirit of the NBA.”
Hennessy and the NBA’s partnership kicks off this 2020 NBA All-Star Weekend.
Watch “The Lines” above.
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As a Nas fan, I can remember when he lamented other lyricists like Rakim doing liquor partnerships
right. and what the hell does cognac have to do with basketball? the only common denominator is they’re thought of as Black things lol
Nas got all righteous and turned down doing a Miller Lite commercial on some MTV show around Stillmatic time
Shouldn’t he be taking a knee for shit that has nothing to do with the NBA or the national anthem? Like Kaep did with the NFL? How greedy. Sarcasm.
Dass racist yo. What so now just cause we black we gotta drank hennessy yo?…just kidding give me a gallon
My man had a whole album talking about slavery then goes for the cash grab with a Henny/NBA partnership. I mean dog you don’t even need the money. I could see if it was Powerade or something that relates to ball but this is a straight backhand for the people who have held you up as a rap god for almost 30 years. Cole said he let nas down on this day the illmatic one has failed us.
Nas has always been a sellout. Talented? Of course he is. But his image is false…
Agreed…if it were another rapper who didn’t know better my criticism might not be so harsh but how many times has this guy tried to preach to the African American community. Damn shame.
Always broke people on the internet mad at someone gettin money…
Always some bitchmade dickrider who mad at niggas who dont worship the dollar like they and they idols do
Damn Nas has r.eally fallen. I guess Jay really did destroy him geez