Hennessy x NBA Collaboration

In 2021, Hennessy announced the expansion of their global partnership with the NBA, where we see two of the biggest global brands coming together – the most culturally relevant spirit brand and the biggest sporting brand that is central to urban culture. To launch the campaign in South Africa, a variety of media and influencer relations as well as partnerships were facilitated.

Activity included the distribution of Hennessy x NBA exclusive merch to influencers both organically and through paid-for partnerships. As part of our effort in driving awareness and desirability for the exclusive merch, Atmosphere designed a simple but high-end packaging solution in collaboration with Modart to deliver these drops to influencers. It was important to produce a quality solution that not only speaks to Hennessy’s luxury credentials, but also ensured that the items of each drop were the heroes.