The NBA All-Star Game has become about way more than just basketball — and brands from luxury to food are tapping into it more than ever.
For one thing, the game is no longer just a game, but has become an entire weekend of events, activations, parties and more. The 2020 All-Star Weekend and 69th annual All-Star game in Chicago begins today and stretches through Sunday, when the actual game will be played.
But for companies and brands connected to the National Basketball Association, the game itself is almost an after thought. It’s all the preliminary activities that matter, allowing them to connect with their customer base through sneakers and other memorabilia.
Several brands are launching products and hosting activations over the weekend — many of which will be available exclusively in the Windy City — or opening pop-ups and taking part in the NBA’s Crossover pop-up shop. They include Diamond Supply Co., which is partnering with the NBA for “Space Jam,” marking the first time the league and the basketball-themed film have come together for an official collaboration.
While sneaker launches are customary for All-Star Weekend, the past 10 years have also seen fashion and style play a bigger role among the players

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