Hennessy and the NBA have gifted the local basketball community a new playground after unveiling a revamped basketball court at the Cultural Center of the Philippines in Pasay City. The CCP Bukaneg Court was revealed to select media as part of the brand’s “In The Paint” initiative, the latest in a campaign that reenergizes underused basketball courts across the globe.
Present during the unveiling was Hennessy “In the Paint” ambassador Joakim Noah and the court’s designer, Filipino artist Kiefer Indiongco, aka Kiefsix. For Noah, who marked his first visit to the Philippines, learning about the country’s undying love for basketball was a pleasant surprise.
“When I think of Manila, I think of that historic fight, ‘Ali vs Frasier: The Thrilla in Manila’. I didn’t realize it was such a basketball country. I’m happy to be here,” said the NBA veteran.
“These initiatives are very important,” added Noah when asked about “In the Paint’, where Manila marks his 9th stop with the campaign. “Kiefer’s art is beautiful. It gives you more reason to come back and play basketball. Playgrounds like these allow kids to dream, compete, and enjoy the game.”
Joakim Noah
CCP Bukaneg Court
CCP Bukaneg Court
Artist Kiefsix said the design was reminiscent of the vibrant and colorful nature of cultural festivities across the archipelago. “For Luzon, [it’s based on] Cordiller weaving culture. For Visayas, I was fascinated with Iloilo’s Dinagyang festival. I also took inspiration from the Vinta of Mindanao.”
“I’m just happy that people like the design and the festive vibe,” said Kiefsix about how the court, the 22nd in the world and 3rd in Asia, turned out.
“Hennessy is linked with the local community. [Manila] has one of the biggest basketball viewerships in the world. Basketball is linked to Filipino culture so it was a natural choice.” Nick Sonderup, General Manager of Moet Hennessy Philippines on why Manila was the campaign’s next stop.
“Joakim played 15 seasons in the NBA. He’s an NBA legend and a big cultural and community activist. He’s done a lot of work in Africa, some in Chicago, so it makes sense to work with him for ‘In the Paint.’ He brings a lot of energy into the program.”
Joakim Noah and Kiefsix
Joakim Noah, Kiefsix, and the Moet Hennessy team
“Energy” definitely won’t be a problem for Filipino ballers once they see the court themselves. As for long-term plans, Sonderup says Hennessy will maintain the CCP Bukaneg Court for 3 years where it will host community events such as basketball clinics. In the meantime, the space is open to the public near Pedro Bukaneg St. at the Cultural Center of the Philippines.
