The world’s leading cognac becomes the first alcohol brand to take over the iconic space as part of Sportopia, Selfridges’ celebration of sport this summer.

London, UK - July X, 2024: 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.com or follow Hennessy and Selfridges on social media.

[ENDS]

Notes to Editors:

High-resolution images and additional press materials are available upon request

For interview requests with Hennessy or NBA representatives, please contact the press office

For further information, please contact:

hennessy@earnies.com or 07340568042

About Hennessy

The leader in Cognac, the Maison Hennessy has shone around the world with its exceptional know-how for more than 250 years. Built on founder Richard Hennessy’s spirit of conquest, the brand is present in more than 160 countries. Based in the heart of the Charente region, Hennessy is also a steadfast pillar of the regional economy. The House’s success and longevity are rooted in the excellence of its cognacs, each of which is born of a unique process of transmission of know-how from generation to generation. The first spirits house to be certified ISO 14001, Hennessy unites its capacity for innovation and the support of all of its partners to protect this exceptional area. As a crown jewel of the LVMH Group, Hennessy is a major contributor to French international trade, with 99% of production sold in export, and a worldwide ambassador for the French art de vivre. Hennessy.com

About the NBA

The National Basketball Association (NBA) is a global sports and media organization with the mission to inspire and connect people everywhere through the power of basketball. Built around five professional sports leagues: the NBA, WNBA, NBA G League, NBA 2K League and Basketball Africa League, the NBA has established a major international presence with games and programming available in 214 countries and territories in 60 languages, and merchandise for sale in more than 200 countries and territories on all seven continents. NBA rosters at the start of the 2023-24 season featured a record 125 international players from 40 countries and territories. NBA Digital’s assets include NBA TV, NBA.com, the NBA App and NBA League Pass. The NBA has created one of the largest social media communities in the world, with more than 2.3 billion likes and followers globally across all leagues, team and player platforms. NBA Cares, the NBA’s global social responsibility platform, partners with renowned community-based organizations around the world to address important social issues in the areas of education, inclusion, youth and family development, and health and wellness.

About Selfridges

Selfridges was founded by Harry Gordon Selfridge, changing the world of retail forever when the first store opened on Oxford Street in 1909. Since then, the brand has opened three more stores across Manchester and Birmingham and become the only store to be named Best Department Store in the World four times.

A landmark destination and social centre where everyone is welcome, Selfridges is powered by imagination and filled with creative spirit. From the in-house cinema, restaurants, bars and skate bowl, to an ever-evolving roster of collaborators and cultural partnerships, Selfridges is a creative playground in which to discover new ideas and live brighter.

Selfridges is home to exclusive collaborations and launches from the world’s most coveted brands, bringing customers the biggest names in luxury alongside emerging industry disruptors. The retailer is dedicated to reinventing retail and crafting extraordinary customer experiences at every turn, including The Oxford Street Corner Shop which plays host to a rotating line-up of imaginative retail concepts.

Selfridges is committed to imagining and creating a more sustainable future for people and planet. From banning fur in 2005 to removing all plastic-based cosmetic glitter from its stores in 2021, Selfridges has a rich history of taking industry leading steps to place sustainability at the heart of the business.

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