At the start of the NBA season, Hypebeast caught up with Boston Celtics’ point guard and Tres Generaciones tequila brand ambassador, Marcus Smart, as part of “The Formula” series. The three-part series explored Smart’s formula: perseverance, creativity and purpose – and how he has channeled these ingredients throughout his life to overcome obstacles. 

One obstacle in particular stands out, like the return to the court that Smart and the Celtics were facing back in 2022 as they sought to pick themselves back up following a crushing loss to the Golden State Warriors in Game 6 of The NBA Finals. It was the type of loss that can derail players and franchises alike. Working with Smart on “The Formula” series campaign, it was clear that wouldn’t be the case for the Celtics this year.

Smart, who is no stranger to getting knocked down having lost both his brother and mother to cancer, was focused. Last year, he proclaimed his mindset heading into the season was simple: “Control what you can control. What we can control is how we come in every day, how we prepare, how professional we are, and how to get ready. We can’t look back to the past. It’s not gonna change anything and it’s not gonna help us. We just have to keep pushing forward.” 

It’s exactly this drive to keep pushing forward that led Smart to partner with Tres Generaciones Tequila, a brand born in 1973 from three generations of master distillers, who rose to build one of the great houses of tequila. The brand’s current campaign champions other ‘get up’ stories that share similar parallels with its founding dons. Smart and the Celtic’s ‘get up’ attitude registered immediately, with the team capitalizing on a hot start to enter the All-Star break as the top team in the NBA.

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