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

Inspired by an unwavering commitment to driving culture forward, the cognac brand Hennessy and the NBA support local communities and talents worldwide by refurbishing abandoned courts everywhere.

NBA In the Paint

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

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:

NBA In the Paint video
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