Hennessy hosts boxing film pop-upBy Alice Brooker
LVMH-owned Hennessy teamed up with global hospitality company MGM to create a fan experience for upcoming feature film Creed III.
American boxing movie franchise Creed released its third film in US cinemas on 3 March.
Hennessy and MGM came together during its opening weekend (4-5 March) to host a boxing academy pop-up in Los Angeles, California, a real-life replica of protagonist Adonis Creed’s Delphi Boxing Academy from Creed III.
“At Hennessy, we know the world of boxing is a compelling opportunity for our brand, given the sport’s highly engaged and passionate audience,” said Jasmin Allen, senior vice-president of Hennessy US.
“This allows us to create unique cultural moments such as the Legacy Makers Initiative, enticing audiences who want to know more about Black creatives and behind-the-scenes moments from Creed III.”
Visitors were able to step into the pop-up’s ring and train like Creed at the Creed III & Hennessy gym pop-up, as well as watch sparring matches with ‘influential’ figures in boxing.
During the event, guests were also able to take a first look of the debut of the Hennessy Legacy Makers initiative, which celebrates rising Black filmmakers ‘redefining the film industry’.
The Cognac brand also spotlighted short films by three filmmakers that told their personal stories of ‘perseverance and commitment’ to honing their craft in the industry.
These filmmakers include: Diana Ali Chire, Walter Thompson-Hernandez, Tevin J Tavares, Ngina Bowen, Gavin ‘Mizzle’ Matheiu, and Chad Easterling.
Creed III actor Michael B Jordan (pictured) attended the pop-up.
Last month, SB reflected on the marketing campaigns that came out in January to compile 10 of the most eye-catching initiatives.