• Loading stock data...
Monday, September 8, 2025
Fox Analyst and Media Entrepreneur Greg Olsen to Speak at Tuned In Get your ticket now!

Puma Plants Flag in Hoops World With Full All-Star Calendar

puma-all-star

Photo credit: Puma

Puma will be well represented in Charlotte at this weekend’s NBA All-Star Game.

Beginning Thursday, each day of the All-Star Weekend will be full of Puma activations to increase the brand’s presence in the basketball world, said Allison Giorgio, Puma vice president of marketing.

“We’re excited about it,” Giorgio said. “Our approach to Puma Hoops in general and the way we’re activating the brand is to look at all the aspects of basketball culture. We know basketball spans from music to community, to style to sport, to athletes and entertainers.

“When we got in the category, we looked at how we can contribute and be part of the conversation through the different lenses.”

To kick off the weekend Thursday, the brand focuses on the community by hosting a basketball clinic with trainer Chris Brickley. The clinic is not open to the public, but Giorgio said it’s a valuable piece of Puma’s activation strategy around the All-Star Game and the basketball community as a whole.

“We see the basketball community as an integral aspect of our overall strategy,” Giorgio said. “We like to give back to communities because we believe they contribute to the sport, and the opportunity at the All-Star Game is great, local and meaningful to the community.”

READ MORE: Puma Partnership Pushes The Basketball Tournament to New Heights

On Friday, multiple Puma athletes will take part in the Rising Stars Game, which is when the public gets its first live-action glimpse of the brand’s newest silhouette, the Uproar. The day will feature the SLAM x Baby Dunk Contest Powered by Puma Hoops at the Puma Palace. 

Puma athletes in the skills competitions include Danny Green in the 3-Point Contest and Marvin Bagley, Kevin Knox and DeAndre Ayton in the Rising Stars Game. Giorgio said the brand’s sponsored athletes and entertainers will be around the activations all weekend.

“Our roster of athletes is unbelievable,” she said. “They’re active with the brand off the court — and their personal passions, we embrace and support them and interact as a Puma family. But they’re incredible on the court and provide validation as a product.”

[mc4wp_form id=”8260″]

On Saturday, Puma will release Uproar to the public, beginning with the Charlotte Uproar, honoring the All-Star Game host city. Multiple color concepts will follow in the future.

At the event Saturday, the Puma Hoops space will be converted into a skills competition and will host Puma athletes like Bagley and Ayton during the day.

“We know the weekend is a huge moment for the sport of basketball,” Giorgio said. “ As a brand, we want to be part of different cultural moments and authentic moments, and it’s a great and exciting opportunity to launch a hoops category.”

On Sunday, Puma will host a series of customizable opportunities and art installations at the Chinatown Market. The brand will also host a pre-show performance with Puma artist Meek Mill, fulling rounding out Puma’s full basketball culture takeover.

READ MORE: Nike Turns App Into Store With First SNKRS Pop-Up in Atlanta

The brand will also host the Uproar Closing Party after the game, featuring performances by Nipsey Hussle, G-Herbo and YBN Cordae.

“We have a robust calendar of events and opportunities for consumers to engage,” Giorgio said. “We want to continue to be part of the different cultural aspects in fun and surprising ways.”

The All-Star Game provides a big event early in the year for Puma Hoops to showcase its prowess in the category, but Giorgio said there’s plenty more of announcements in the brand’s basketball portfolio coming down the pipeline.

“We have a really exciting calendar coming up the rest of the year,” she said. “You will see us activate again at the draft. We do have great products coming throughout the season, and we’ll continue to work with athletes and partners to be meaningful in the basketball world.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jul 14, 2025; San Francisco, California, USA; Golden State Valkyries fans acknowledge local basketball alumni during a time out against the Phoenix Mercury during the second quarter at Chase Center.

Valkyries Set WNBA Attendance Record in Inaugural Season

The Valkyries joined the WNBA as an expansion team this season.
Aug 23, 2025; Tampa, Florida, USA; Buffalo Bills quarterback Josh Allen (17) leads the team onto the field for warm ups before a game against the Tampa Bay Buccaneers at Raymond James Stadium.

Slow Burn: The NFL’s Private-Equity Era So Far

Three deals have been struck to date. But the league is bullish.
Angel Reese

Angel Reese Suspended For Half-Game After Ripping Teammates

The team is disciplining Reese for criticizing her teammates publicly.
Tennis

The US Open Is Groaning Under the Weight of Its Own Success

New York’s tennis major is more popular than ever.

Featured Today

Dec 21, 2024; Kansas City, Missouri, USA; Kansas City Chiefs quarterback Patrick Mahomes (15) gets ready to take the field prior to a game against the Houston Texans at GEHA Field at Arrowhead Stadium.

How Brazil Game Fits Into NFL’s Plans for World Domination

Friday night’s Chiefs-Chargers game in São Paulo is big by design.
Oct 13, 2024; Philadelphia, Pennsylvania, USA; Philadelphia Eagles quarterback Jalen Hurts (1) and wide receiver A.J. Brown (11) celebrate their touchdown pass during the second quarter against the Cleveland Browns at Lincoln Financial Field.
September 2, 2025

TV Ratings Just Changed Again. The NFL Will Be the Big Winner

Nielsen’s new viewership system will have a big impact on sports.
Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.
August 30, 2025

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.
August 26, 2025

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Trailblazer Cal Calamia Is Racing for ‘Advocacy, Storytelling, and Performance’

The marathoner wants excellence—not just inclusion—to be the goal for non-binary athletes.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

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.
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.
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.
exclusive
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.