The first official trailer for Creed 3 hit the stream today. The movie, scheduled to be released in the United States on March 3, 2023, continues the story of Adonis Creed portrayed by Michael B. Jordan. It is the ninth chapter in the Rocky franchise that follows Creed 2 (2018).
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“After dominating the boxing world, Adonis has been thriving in his career and family life,” reads the synopsis on IMDb. “When a childhood friend and former boxing prodigy resurfaces, the face off between former friends is more than just a fight.”
A childhood friend turned rival is Damian Anderson, portrayed by Jonathan Majors.
Creed 3 also stars Tessa Thompson as Bianca, Wood Harris as Tony “Little Duke” Evers, Florian Munteanu as Viktor Drago
Hennessy has long been the drink of choice for the edgier side of Hip-Hop. For at least two decades, the relationship with brown liquor and the genre has connected with artists like Tupac Shakur to Mobb Deep, to even Nas becoming a spokesperson for the hundreds-year-old cognac out of France. Yet, with all the love the brand has gotten from the music, it has also ventured out into the world of sports. Most notably, becoming the official spirit of the National Basketball Association back in 2020.
What seemed like an unlikely pairing has become an expanding venture as the NBA and Hennessy’s relationship, and role to one another is welcomed and flourishing. It has undoubtedly shined a light on some of the other partnerships in the sports space that they have occupied even before the NBA deal. After taking over Las Vegas for the big fight weekend of Canelo Alverez vs. GGG this past September, Hennessy has shown dedication to the sports lane, all while supporting their spokesman in Canelo, who is a champion worthy of a brand like Hennessy with their family-focused nature.
Canelo Alverez before his fight against GGG.
Jerritt Clark/Getty Images for Hennessy USA
The spirit’s family theme was present in full as the Senior Vice President of Hennessy, Jasmin Allen took center room at the pre-fight dinner and gave an impassioned speech on the unity of loved ones, Canelo’s company ties, and Hennessy’s dedication to excellence through la familia.
“We’ve been a partner of Canelo’s since 2017, and over time, you grow together. In any relationship, you get to know each other. Our relationship with him has always been a positive one, but it couldn’t be stronger than it is right now,” Allen states. “I think there is mutual understanding, mutual respect, and we have shared values. We believe in persistence, resilience…even in the low times.”
Overcoming obstacles is the lane of life, and Allen spoke to Canelo pushing through and Hennessy being there for him. “[He] lost his previous fight before this one with GGG; we were so proud of the message after he lost. ‘I wanted to push myself. I wanted to go as far as I possibly could. Despite the outcome being what we thought it would be, I’m going to pick myself up and get back in the ring. I’m going to keep fighting, cus that’s who I am, and that’s what I believe in.’”
Canelo getting busy in the ring.
Jerritt Clark/Getty Images for Hennessy USA
Throughout the weekend, Hennessy took over the Vegas strip to promote its champion, Canelo, debuting their first-ever 3D billboard on the Las Vegas strip, featuring Canelo shadow boxing in the ring before “punching through” the glass screen of the billboard. Prior to the fight, Hennessy hosted its Locker Room Live stream on social media and the metaverse. Fans were able to tune in and watch the champ get ready to face his rival.
After a full night of hosting entertainment stars, company big wigs, and rocking out to 2 Chainz’s birthday bash performance at Drai’s Nightclub, Allen sat with VIBE to discuss Hennessy’s mission going forward and dedication to community through action with their Unfinished Business program and partners like Nas and Canelo.
When you extend into sports in the way that you have, what do you feel about the sports market that works with Hennessy? Especially with the NBA partnership.
First and foremost, I think that sports are a passion point like music is a passion point. When you lean into consumers’ passion points, that’s how you can make a real connection. Where a consumer is passionate, that’s where they are the most open, the most receptive. That’s a fantastic way
Former two-time WBC super middleweight champion Anthony Dirrell goes up against former IBF titleholder Caleb Plant at Barclays Center in Brooklyn, New York on Saturday, October 15. The pair squares off in a 12-round 168-pound WBC world title eliminator. The contest serves as the co-main event of pay-per-view fight card topped by Deontay Wilder vs Robert Helenius. Flint, Michigan-born fighter stated his clear intention to leave the ring with a victory.
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“I don’t care about Caleb Plant and I don’t care what he says,” said Dirrell. “If I go in there and fight up to my capabilities, I’ll come out victorious for sure. I’m doing this for myself. If you’re doing it for something other than yourself and your family, then you’re doing it wrong I think. I’m here to prove to myself that I still have it. I don’t care what people think or say. As long as I keep positivity in my circle, then I’ll be fine.”
Dirrell has conducted training with his longtime coach, the renowned SugarHill Steward, at their typical base camp at Delray Boxing in Delray Beach, Florida. As a fighter who has frequented the region throughout his career, he made sure to pass along his support for those in the state affected by Hurricane Ian.
“Luckily the area we’re staying in didn’t get hit that hard by Hurricane Ian,” said Dirrell. “So we’re alright thankfully, but I know others haven’t b
