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Game Never Stops: Taiwan

In May, Hennessy and the NBA returned to Taiwan for a four-day cultural pop-up event at the Taipei Performing Arts Center, complete with a surprise guest and exciting activities both on-court and off.


In May, Hennessy took the “Spirit of the NBA” to exciting new heights in Taiwan with a four-day “Game Never Stops” pop-up event. For the occasion, The iconic Ball Theater at the Taipei Performing Arts Center was transformed into a colossal basketball, while a custom-built Play One Basketball Court, clad in thematic decor, invited the public to take the Logo Shot challenge or join a game of 3x3. At the opening, a surprise guest — NBA legend Allen Iverson — appeared to invite guests to Play One.


For the Play One Basketball Court, Hennessy worked with local artists to capture the energy of the NBA in graphic motifs and colors that reflect the local culture, like roadside-banquet red, sweet-potato-ball yellow, Central-Mountain-Range green, Taipei-MRT blue, and Xiaolongbao (soup-dumpling) beige.


Hennessy's special guest, NBA legend and 11-time All Star Allen Iverson, made waves with a surprise appearance at the opening of Game Never Stops and encouraging fans in Taiwan to step up and Play One. Players who won the Logo Shot Challenge received a limited edition Hennessy x NBA 2023 basketball.

Hennessy x NBA: Taiwan 2023


The colors and Spirit of the NBA


Inside the Play One Plaza


The Midnight Rider and Milk Tea Special cocktails

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