PROJECT "IN THE PAINT" INSPIRING COMMUNITIES THROUGH ART & BASKETBALL

WHAT IS THE "IN THE PAINT" PROJECT BY HENNESSY x NBA?

First launched in 2021 in Montreal, Canada, the 'In the Paint' initiative, now present in many
other parts of the world, such as Ghana, South Africa, Barbados, Hong Kong and Nigeria to only
name a few, is a one-of-a-kind offshoot of the 'Hennessy x NBA' collaboration. It aims to bring basketball and art to local communities. As a part of Hennessy's global series of artistic collaborations, the initiative's goal is to give back to society and
promote the true spirit of community.

To celebrate urban cultural values, the world-famous cognac brand collaborated with renowned Nigerian graffiti and GFX artist Osa Seven, to revitalise the Park 23 basketball court located in Festac Town.
Besides being a place where people come together to play basketball, this court is also
where Osa Seven played two decades ago. "I'm excited to be returning with Hennessy to
Festac after almost 20 years, to give a facelift to one of the courts that formed the man I am
today."

The court design can easily be described as a masterpiece thanks to the unique way it holds urban culture and Hennessy's brand identity, where each stroke reflects Osa Seven's artistic prowess. The design itself is highly influenced by Nigeria's diverse cultures, highlighting and celebrating heritage, never-ending creativity, and thirst for innovation.

ABOUT THE ARTWORK IN NIGERIA

The iconic "Bras Armé" symbol, synonymous with Hennessy, can be spotted in the
middle of the court. It is an eye-catching element of the court design and is bound to create
an everlasting impression on whoever sets their eyes on it. The impressive Benin Ivory mask
can be spotted on one part of the court and was also the symbol of the FESTAC '77,
a month-long event held in 1977 that celebrated African culture. “The Benin ivory mask is a
miniature sculpture portrait of Idia, the first Queen mother of the 16th century Benin
empire, taking the form of a traditional African mask.”
Finally, the use of curved patterns and colours depicting heavy rain clouds before dawn
emphasises the resilient attitude consistently displayed by Nigerians. “I hope this
monumental art piece reminds everyone who sees it that we are at the brink of the
emergence of something truly great, and that emergence is built on heritage”.

Watch the full video below and see how the court got transformed:

ABOUT THE ARTWORK IN GHANA

Deeply rooted in urban culture, Hennessy’s ambition is to bring communities together. To celebrate these values, Hennessy has collaborated with renowned Ghanaian local Artist, Nicholas Tettey Wayo (also known as NICO WAYO), to revitalize the iconic, ever busy Ghana Atomic Energy Commission basketball court in a meaningful way. The collaboration demonstrates Hennessy's long-standing commitment towards supporting talented artists who embody the brand’s ethos, continuing a decade of meaningful artistic collaborations. “Everything about life is art and nothing is done without art” says Nico Way. “A nation can never be developed without art, so as an artist, I work hard to develop paintings that speak both to me and to others about the beauty that exists.“


Blending urban culture and cognac in the court design, the different shapes connecting to each other in different colours signify diverse people and cultures coming together as a team to play on one court in peace, love and unity - even though it's competitive. The “Adinkra” symbols each have their unique representations but the four together symbolise "Excellence”. Every basketball and sports team should strive for excellence, as does the team at Hennessy to craft every bottle to the very best of its ability.



In the court design, Nico Wayo makes use of the Hennessy “Bras Armé” icon, but playfully redesigns it to integrate the NBA partnership with basketball in hand. The robust colours showcased throughout the design represent the energy of both the game and more importantly Africa, and the creative beat of the African people.

Watch the full video below and see how the court got transformed.

ABOUT THE ARTWORK IN TANZANIA

Blending urban culture and cognac, the court design draws inspiration from the diverse, indigenous craft techniques of the East of Africa whilst also celebrating the vibrancy and talent of its people. Featuring a sun at its centre, the warmth of the continent is depicted alongside ripple patterns to mimic the flow of the Charente River in Cognac, which played an integral role in the historical success of the brand. The river carried the precious cognac barrels along the maritime trading routes leading to the expansion of Hennessy around the world; today the brand can be found in over 160 countries.

In the court design, John makes use of the iconic “Bras Armé” symbol that is synonymous with Hennessy, but subtly redesigned to integrate the NBA collaboration with basketball in hand. The robust colours showcased throughout the design represent the energy of both the game and more importantly Africa, and the creative beat of the African people, while the cool tones draw inspiration from rare Tanzanite gemstone and the coastal city of Dar es Salaam, home to the revamped court.

“It’s a beautiful ode to Tanzania,” says John. “For me, it was important to incorporate and pay tribute to contemporary African art inspired by our Tanzanian community, the rare Tanzanite gemstone and the waters of our beautiful coastal country. I’m honoured to have collaborated with Hennessy on this project to create a space where people can enjoy themselves together as a community.”

Watch the full video below and see how the court got transformed.