Russell Westbrook Partners With Hennessy For New Initiative Aimed At BIPOC Communities
Photo Credit: Vivien Killilea/Getty Images for Russell Westbrook Why Not? Foundation

Russell Westbrook Partners With Hennessy For New Initiative Aimed At BIPOC Communities

NBA star Russell Westbrook is linking up with Hennessy to kick off a new initiative that aims to support minority business owners.

According to HYPEBEAST, the “Make Moves That Start Movements” program will expand on Hennessy’s Unfinished Business initiative — a platform created to provide material resources to Black, Asian and Latinx entrepreneurs who found themselves impacted by the COVID-19 pandemic.

Westbrook himself will provide donations to aid the spirits brand’s efforts — which has already distributed over $5 million in funding — as they look to demonstrate community support from the NBA.

“The NBA has always demonstrated a desire to push the game to new heights and into new arenas of culture,” said Jasmin Allen — Senior Vice President of Hennessy US — said in a statement. “Led by the actions of players, the league, and the larger basketball communities that embody Hennessy’s Never Stop. Never Settle. ethos, the game’s influence goes well beyond the court to impact communities around the world, serving as the inspiration for Hennessy’s new campaign.”

In an interview with HYPEBEAST, Westbrook shared more about his partnership with Hennessy and what initially attracted him to the new campaign.

“When Hennessy saw the work I’ve been doing in my community and on the court, they came to me so we could work together to empower and champion others who are making moves to push culture forward,” Westbrook said in an interview with HYPEBEAST. “That’s what Make Moves That Start Movements is all about, inspiring people to make a positive impact in their community. I’m all in.”

“I’m kicking off the campaign with an assist of my own to Unfinished Business to help Black, Asian, and Latinx small business owners thrive after such a difficult year,” he adds. “I’ll also be looking to further fuel movements in the DMV area and my hometown of Los Angeles and helping to inspire positive change in underserved communities across the country.”

In addition to offering financial support for the initiative, Westbrook — alongside artist Victor Solomon and entrepreneur Alex Taylor — also stars in Hennessy’s new creative campaign/ film that “depicts the journey of a basketball to demonstrate the places the game can take us, before pivoting to shine a light on communities that are moving the culture forward,” a press release reports.

The overall goal for the campaign is to both highlight diverse perspectives through film and offer tangible resources that support and uplift minority-owned businesses.

For more information about Hennessy’s new initiatives, click here.