Courvoisier and athletes partner on storytelling push

Cognac house Courvoisier has partnered with athlete empowerment brand Uninterrupted to launch a storytelling platform, called Uninterrupted Live: The Day Ones.

L-r: Jemele Hill; Benoît De Sutter, master distiller at Courvoisier; Taylor Rooks; Al Harrington; and Sue Bird

Uninterrupted was founded by professional basketball player Lebron James and businessman Maverick Carter.

The campaign aims to offer athletes the chance to toast their ‘day ones’, the people who have played an “instrumental role” in their journey to success, and give fans a “deeper, more authentic understanding” of the sports personalities they look up to.

Hosted by Jemele Hill, storytellers include Jason Collins, Al Harrington, Sue Bird and Taylor Rooks who have stood before live audiences to share their memories and experiences.

Rashidi Hodari, vice president of marketing at Courvoisier, said: “Courvoisier was founded on the principle that we are a community, not a company.

“This collaboration is an incredible opportunity for us to encourage our fans to strive for their dreams while acknowledging those who helped them get there.”

The videos will be posted on social media platforms including Instagram, Twitter and Facebook from August.

The clips will use a range of storytelling techniques such as theatre, music and animation.

Carter, CEO of Uninterrupted, said: “Athletes are natural storytellers and performers, and until now, our exposure to them as performers has been somewhat limited to what we see on the field or the court.

“Together with Courvoisier, we’re empowering these incredibly talented performers to be ‘more than an athlete’ and own their stories in a wholly unique way, giving the audience a window into the lives and talents of some of the biggest athletes in the world.”