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As the new seasons starts Hennessy Celebrates the Cultural Force that is the NBA with new dynamic video...

Hennessy, the world's best-selling Cognac and Official Spirit of the NBA, WNBA, NBA G League and USA Basketball, commemorates the progressive vision of the sports league and celebrates the tip-off of the 2020- 21 NBA Season.

For more than 250 years, Hennessy has celebrated those who push the limits of potential through its "Never stop. Never settle." ethos and will continue this tradition by launching an elevation of last year's "Lines" campaign. The creative pays tribute to players' unwavering commitment to drive culture forward, on and off the court.

"To highlight how NBA and WNBA players are using their platforms to take the game to new heights – in art, fashion, tech, and politics – our new 'Lines' creative goes beyond the traditional construct of basketball court lines, entering a vibrant, colorful world that represents how the leagues and players push culture forward," said Jasmin Allen, Senior Vice President, Hennessy US. "The spirit of never stopping or settling is what defines Hennessy as a brand, and it's this synergy that makes us more than just a sideline sponsor."

The film's message is delivered by hip-hop artist Nas, a long-standing Hennessy ambassador, and WNBA champion Natasha Cloud, whose continued efforts to fight for social and racial justice transcend the game of basketball and earned her a spot on the 2021 Forbes 30 Under 30 List. Together, they deliver a powerful duet that embodies Hennessy's "Never stop. Never settle." spirit.

"I'm passionate about what I do, both on and off the court, so this campaign and partnership really spoke to me," said activist and WNBA superstar Natasha Cloud. "This year, more than ever before, we players used our platforms to make our voices heard and showcased our passions outside of basketball, which is why this means a lot to me."


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