NBA, cognac brand Hennessy and Selfridges enjoyed a successful branded Corner Shop experience throughout August.
Hennessy – which has an existing partnership with the National Basketball Association – brought courtside action to the London retail destination, with visitors being able to practise their free throws and play a one-minute shootout challenge to compete for a spot on the leaderboard.
The popular installation also had a Hennessy bar – dubbed the Hennessy Players’ Lounge – and a range of global exclusive Hennessy x NBA sleeves and unique silver basketballs were available to purchase, reported Campaign.
There was also an opportunity to buy a Mitchell & Ness x Hennessy x NBA basketball jersey, with personalisation available at the Corner Shop.
The brand celebrated the NBA’s 75th anniversary via a partnership with designer Lorenz Bäumer. It included a magnum of Hennessy Paradis set within a crystal basketball. In total there are only 75 units globally, with one on show at the Corner Shop throughout the time of the pop-up space.
Judd Crane, executive buying director at Selfridges, commented: “The collaboration joins our Sportopia line-up, a celebration of sport at Selfridges this summer, with a shared commitment to celebrating community and culture.”
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