• Loading stock data...
Monday, February 10, 2025

NBA All-Star Weekend Filled With Entertainment and Commerce

2018 NBA All-Star Weekend (Photo by Michael Silver)

2018 NBA All-Star Weekend (Photo by Michael Silver)

The National Basketball Association is coming hot off the presses after a successful weekend in LA. The league was recently named the No. 1 innovative company in professional sports by Fast Company, and 10th overall in the world.

With high-profile athletes and celebrities in town for the festivities, there was no shortage of brand awareness and companies launching new initiatives.

We’ve put together highlights recapping the weekend and new partnerships announced around the Association.

Sneaker Industry:

Foot Locker’s partnership with Nike and Jordan Brand celebrated 10 years of House Of Hoops, continuing the evolution of the brands’ joint basketball platform. The @HouseOfHoops Instagram account launched during All-Star Weekend, announcing several recurring digital content series, and providing followers early access to exclusive product like the Nike “Big Bang” Foamposite, through surprise IG moments.

“Foot Locker is thrilled to be partnering with Nike and Jordan Brand to launch the new HOH Instagram handle as we head into basketball’s biggest weekend,” said Patrick Walsh, Vice President of Marketing for Foot Locker.

“House Of Hoops product, content and experiences have always been incredibly well represented as part of each brand’s existing social platforms, but the go-to destination for basketball lifestyle and culture warrants a separate and stand-alone channel that truly speaks with our basketball consumer.”

Instagram has broken away from the pack as the go-to platform for debuting new products, digital series and B2C outreach. It’s no surprise they timed this launch with All-Star Weekend and incorporated NBA players into the fold.

Jordan Brand also gained headlines late Sunday night as the company unveiled a pop-up shop built into Snapchat. Fans at an LA concert scanned a QR code on site, which unlocked the Air Jordan III “Tinker” to purchase, which is set for release in March.

As an added bonus, many of the shoes purchased that evening arrived later that night, too. Jordan used its local, L.A. distribution center, in conjunction with its partner Darkstore, to get them to customers right away.

This Amazon Prime style commerce, mixed with gorilla marketing, made it one of the most unique events in town.

Food and Beverage:

Mountain Dew announced that actor and comedian Kevin Hart as the new face of its soft drink Kickstart. In this role Hart will bring one lucky fan and a friend “Closer Than Courtside” to the NBA Playoffs, giving a boost in status to anyone who can show why they deserve to be his new “CourtSidekick,” a term Hart coined himself.

“I’m happy to be partnering with Mountain Dew Kickstart to kick off the CourtSidekick Contest and find the right person to help me take my NBA game-watching to the next level,” Hart said in a press release. The campaign asks fans to show Mountain Dew why they’re the best pick to sit with Hart using social media.

The comedian and long-time basketball fan made his rounds over the weekend celebrating the sport and unveiling of his new endorsement deal.

Technology:

Turner Sports is bringing virtual reality to its NBA coverage, debuting last weekend with the 67th NBA All-Star game and launch of the “NBA on TNT” VR app.

The technology, powered by Intel VR, places fans inside Studio J, home of the “NBA on TNT,” where they can explore and interact with available programming. Fans can watch highlights, recaps and view stats along with having access to select live games and full game replays in VR.

The app is available for download on the Samsung Gear VR, powered by Oculus, and Google Daydream platforms. The move follows a partnership announced between Turner Sports and Intel this past November.

TNT also added that one game per week will be available in the virtual reality app. Additionally, select “NBA on TNT” playoff games, through the 2018 Western Conference Finals, will also be available.

With the push towards virtual and augmented reality, the NBA continues its stake into this immersive tech world.

In the end, the city of Los Angeles earned an estimated $116 million in spending from travel and tourism. The global game of basketball is growing at a rapid rate and All-Star Weekend has proven to set the benchmark celebrating professional sports in the United States.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Caitlin Clark

Ailing Nike Taps Caitlin Clark, Women’s Stars for First Super Bowl Ad..

The 60-second ad includes Clark, Wilson, Ionescu, Chiles, Richardson, and Sabalenka.
Brady and Mahomes

Chiefs Fatigue Is Real. It’s Nowhere Near Patriots Hate Yet

People who have covered both teams say the difference is stark.
Nov 24, 2024; Inglewood, California, USA; Philadelphia Eagles quarterback Jalen Hurts (1) celebrates with running back Saquon Barkley (26) after the Eagles defeat the Los Angeles Rams during the first half at SoFi Stadium.

How the Eagles Reinvented Championship Roster Construction

Philadelphia is one of the most innovative franchises in the NFL.
Donald Trump

Trump Threatens to Eliminate Tax Breaks for Sports Owners

Amortization and other strategies have saved sports owners millions.

Featured Today

‘Ultimate Throwback’: The Unimpeachable Cool of Hartford Whalers Gear

Nostalgia and street cred have driven a consistent frenzy for merch.
January 20, 2024; Santa Clara, CA, USA; Kristin Juszczyk, wife of San Francisco 49ers fullback Kyle Juszczyk (44), before a 2024 NFC divisional round game against the Green Bay Packers at Levi's Stadium.
February 1, 2025

The New WAGs: Sports Wives Building Business Empires

Athletes’ wives and girlfriends are bucking stereotypes and cashing in.
Feb 3, 2019; Berkeley, CA, USA; California Golden Bears mascot dances on the court during a stoppage in play in the second half against the Stanford Cardinal at Haas Pavilion.
January 31, 2025

The Toll of Bicoastal Travel on New ACC Members Cal and Stanford

Cal and Stanford face missed flights, chaotic sleep schedules, and academic demands.
January 28, 2025

It’s Starting to Pay to Be Good at Cornhole

American Cornhole League players made $7.7 million in 2024.

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
Oct 29, 2024; Bronx, New York, USA; Los Angeles Dodgers first baseman Freddie Freeman (5) reacts after hitting a RBI single against the New York Yankees in the fifth inning during game four of the 2024 MLB World Series at Yankee Stadium.
October 31, 2024

Strauss Ads on MLB Helmets Annoyed Some Fans. CEO Says They Were a ‘Huge Success’

Strauss’s deal with MLB goes until 2027.
August 26, 2024

Cooper Flagg Spurns Nike Ties for New Balance

Flagg is the projected top pick in 2025.
August 22, 2024

Marketing Stunt Had Major Cycling Race Start In Grocery Store

The Vuelta has a history of creative stage kickoffs.
August 19, 2024

Jake Paul Claims He’ll Make $40 Million Off Tyson Netflix Fight

Paul and Tyson are set to fight in Texas in November.