NBA All-Star Weekend 2024: See How Brands Leveled Up Their Activation Game

Brands including Google, American Express, and DoorDash offered up plenty of hoops-themed experiences in Indianapolis.

February 22, 2024

This interactive experience was designed to showcase Pixel products with activation stations, including Poster Practice, where fans were able to experience the Magic Eraser feature while creating their own hoops poster. The space also featured skills training sessions, an open court, and additional daytime and evening programming.Photo: Courtesy of Google PixelINDIANAPOLIS—Even though Indiana isn’t the birthplace of basketball, it has long since called itself the “home" of basketball. Think Hoosiers hysteria and Larry Bird. So it makes sense that this year’s NBA All-Star Weekend, which took place Feb. 16-18, would set up shop in the capital city of Indianapolis.

Festivities were spread across the city, with the marquee events—All-Star Saturday Night, the All-Star Celebrity Game, and the All-Star Game—taking place at Lucas Oil Stadium and the Indiana Pacers' Gainbridge Fieldhouse.

Plus, the multiday interactive fan event, known as NBA Crossover, was staged across 350,000 square feet in the Indiana Convention Center, neighboring the fieldhouse and stadium, and featured interactive experiences, player appearances, live performances, and brand activations.

“The community is ecstatic with how the All-Star Weekend unfolded,” said Chris Gahl, executive vice president of Visit Indy, Indianapolis’ official destination marketing organization. “This weekend not only put a worldwide spotlight on Indy but also showcased Indiana’s love for basketball and its intersection with arts and culture. With an influx of 125,000 visitors, Indy was filled with NBA personnel, celebrities, and fans. We are confident the economic impact will be felt for years to come.”

To kick off the action-packed weekend, the NBA hosted its Technology Summit, bringing together leaders across tech, sports business, and media to discuss trends and innovations in their industries. Here, NBA Commissioner Adam Silver and San Antonio Spurs star Victor Wembanyama unveiled NB-AI, an NBA-trained voice assistant that leverages AI tech to personalize the live game-viewing experience for fans. The new platform uses generative AI to recreate live games per fan request, like watching games in the form of a dramatic film or even a Spider-Man movie.

As for the on-court action, the Kia Skills Challenge, Starry 3-Point Contest, and the AT&T Slam Dunk Competition returned, but this year also unveiled the use of an LED court, designed by German company ASB GlassFloor.

The court was able to display visuals, including live replays, real-time stats, player-tracking graphics, and animations—the kind of things that you would normally see on the Jumbotron—during All-Star Saturday Night and the All-Star Celebrity Game, but not during the actual All-Star Game, which was played at the Gainbridge Fieldhouse.

ICYMI: Milwaukee Bucks guard Damian Lillard and Indiana Pacers guard Tyrese Haliburton led the Eastern Conference to a 211-186 victory over the Western Conference. The East was the first team in All-Star Game history to score at least 200 points. The two teams’ combined score of 397 points was also a record.

In terms of sponsors, many mainstays returned to the tentpole event, such as State Farm as the title sponsor of All-Star Saturday Night, while newcomers Ticketmaster and DoorDash made their b-ball debut.

Keep scrolling to see more events and brand activations from NBA All-Star Weekend 2024…

AT&T Blue Carpet

During All-Star Weekend, AT&T rolled out a “blue carpet” for celebrities and athletes. Wasserman led project management, creative, production, and execution.

Photo: Courtesy of the NBA

AT&T Slam Dunk Competition

This event featured an LED court and a camera tracking Shaquille O’Neal’s reactions to the dunk stunts. (Pictured: The 2024 champion Mac McClung attempted a dunk over Shaq.)

Photo: Courtesy of the NBA

Netflix’s ‘Avatar State’ Sports Camp

On Feb. 16, Netflix partnered with local Irsay Family YMCA to host a youth sports camp in Indianapolis to celebrate the upcoming series Avatar: The Last Airbender. Youth from local Indiana organizations had the unique opportunity to participate in basketball, yoga, and mindfulness activities with Yvonne Rodriguez from Invoke Studio with an assist from 2024 NBA Rising Star Jaime Jaquez Jr., 2024 NBA All-Star and Indiana Pacer Myles Turner (pictured), and Indiana Fever Erica Wheeler. The experience was themed around reaching “Avatar State,” the mental state of having a positive mindset and passion for whatever you pursue.

Photo: Michael Hickey/Getty Images for Netflix

NBPA's Brotherhood Deli Pop-Up Shop

Presented by Chase Freedom, the National Basketball Players Association's (NBPA) Brotherhood Deli, an interactive fan pop-up shop, was open to the public from Feb. 16-19 at the Circle Centre Mall in Indianapolis. First launched at the Thomas & Mack Center in Las Vegas in 2023, the pop-up shop gave fans an opportunity to shop and discover brands founded by, invested in, respected, or endorsed by NBPA members (also known as “F.I.R.E brands”).

Photo: Courtesy of NBPA

As part of the weekend experience, the association’s partnership engine THINK450 expanded the shop concept with a hidden speakeasy that hosted a Las’ Lap-curated cocktail experience and featured McCollum Heritage 91 Sparkling Blanc de Blancs.

Photo: Courtesy of NBPA

NBPA’s Metaverse Experience

In partnership with metaverse and artificial intelligence company MeetKai, the NBPA also offered fans an opportunity to visit Brotherhood Deli in the metaverse, where they could browse virtual racks full of limited-edition merchandise and products previously reserved for only NBA players. Consumers were able to virtually try on products as well as engage with their favorite teams and players. The metaverse experience will evolve throughout the season, allowing users to participate in virtual meet-and-greets with new players, visit a media lounge featuring exclusive previews of NBPA content, play gamified contests, and enter for the chance to win a trip to visit Brotherhood Deli in person in Las Vegas.

Photo: Courtesy of MeetKai

NBA on TNT American Express Road Show

American Express hosted live musical performances from Machine Gun Kelly and NBA legend Shaquille O’Neal (aka DJ Diesel) at the Indiana Convention Center. As the official sponsor of Road Show, Amex offered its card members a priority lane for expedited entry into the event. The experience also included various fan competitions, photo ops, and live studio broadcasts with Ernie Johnson, Charles Barkley, Kenny Smith, and O’Neal. American Express is in its ninth year as the title sponsor of the NBA on TNT American Express Road Show.

Photo: Courtesy of TNT Sports

The All-Star Game Show presented by American Express

In collaboration with Bleacher Report (B/R), American Express set up two teams of top NBA players—Jalen Williams and Chet Holmgren of the Oklahoma City Thunder faced Bam Adebayo and Jaime Jaquez Jr. of the Miami Heat—in the All-Star Game Show presented by American Express. Each player put their basketball knowledge to the test in a trivia-style game show hosted by basketball personality Christian Crosby.

Photo: AJ Mast/AP Images for American Express

Canada Goose

As part of its multiyear partnership with the NBA, Canada Goose celebrated its new collection in collaboration with Brooklyn-based fashion brand, KidSuper, aka Colm Dillane. The brand’s Crossover activation invited fans to shop the collection and step into the Canada Goose content studio to “create in the open,” a reference to the brand’s campaign tagline: “Live in the open.”

Photo: Courtesy of Canada Goose

In addition to viewing and shopping the collection, fans had the opportunity to meet NBA players and legends throughout the weekend, including Canada Goose’s newest global brand ambassador, Shai Gilgeous-Alexander.

Photo: Courtesy of Canada Goose

Ticketmaster’s Game and Go Arcade

At this year’s Crossover experience, Ticketmaster gave fans the chance to play classic arcade games like NBA Jam, claw their way to prizes, and test their skills on pop-a-shot. Every participant scored a scratch-off ticket revealing Ticketmaster goodies, including a gift card.

Photo: Courtesy of Live Nation

Fans could also capture their game face in the made-for-content space; catch appearances from NBA legends and rookies including Dominique Wilkins, Joakim Noah, and Jamie Jacquez Jr.; get quizzed on NBA trivia by sports journalist Taylor Rooks; or jam to tunes. It was the first time Ticketmaster activated at NBA Crossover.

Photo: Courtesy of Live Nation

PUMA x Cheetos Experience

PUMA teamed up with Cheetos to immerse fans in a larger-than-life snack bag featuring a maze, basketball court, and more.

Photo: Courtesy of PUMA

Fans who visited the experience had a chance to win giveaways and prizes. The two brands dropped their sneaker collaboration on Feb. 16.

Photo: Courtesy of Puma

PUMA x Porsche

To celebrate the launch of the PUMA x Porsche collection, the footwear brand teamed up with nonprofit Hoop Bus to host a dunk contest.

Photo: Courtesy of PUMA

Ruffles Pop-Up

On Feb. 17 and 18, Ruffles brought its Ridgeline experience to fans with a pop-up event at Nap or Nothing, a local streetwear shop. Fans were able to stop by to try their hand at sinking a long-range shot from the Ridgeline—a four-point line on the hardwood resembling the iconic ridges in Ruffles potato chips—to unlock rewards, including autographed gear and the chance to meet athletes Jayson Tatum and A'ja Wilson (pictured).

Photo: Courtesy of Ruffles

Hennessy Arena

Hennessy took over Indianapolis’ historic downtown to preview the upcoming Hennessy x Mitchell & Ness collaboration and serve up hoops-inspired specialty cocktails.

Photo: Cassidy Sparrow/Getty Images for Hennessy USA

Located inside the Hilbert Circle Theatre, the immersive outdoor and indoor experience featured a selection of NBA-inspired Hennessy cocktails, a WNBA 2-on-2 tournament on a custom center court, a live taping of the 520 Club podcast hosted by Jeff Teague, and live DJ performances. Hennessy Arena is set to make stops in San Francisco on March 9, Dallas on March 17, and Atlanta on March 30.

Photo: Cassidy Sparrow/Getty Images for Hennessy USA

Google Pixel Combine

Photo: Courtesy of Google Pixel

A boutique-style locker room gallery space was stocked with clothing brands within basketball culture, letting fans learn about the different brands via Google Lens. The space was also outfitted with photo moments to highlight Pixel’s Pro Camera Controls and Macro Focus.

Photo: Courtesy of Google Pixel

Fans also had a chance to be drafted by Team Pixel, complete with a retro photoshoot using Pixel 8’s camera. For fans who wanted to take a “draft class” group photo, Google brand ambassadors were on hand to demo the Best Take feature.

Photo: Courtesy of Google Pixel

DoorDash’s ‘The Corner 3’

This year, DoorDash activated at NBA Crossover for the first time. The concept, called “The Corner 3,” was an NBA-themed bodega and experience featuring memorabilia, historic photos, and custom artwork. Fans had the chance to test their knowledge at trivia to receive prizes, and DashPass members were able to enter a sweepstakes with premium prizing, including a Google Pixel phone and PUMA sneakers signed by basketball trainer Chris Brickley. DashPass members also had the opportunity to meet NBA stars and legends.

Photo: Courtesy of DoorDash

DoorDash commissioned illustrator and muralist Karabo Poppy to create custom artwork for the activation, celebrating and paying homage to basketball culture.

Photo: Courtesy of DoorDash

STARRY AR3NA: Presented by Lem & Lime

Fans were able to immerse themselves in the world of STARRY's mascots, Lem and Lime, with a three-point contest on a dynamic LED court, where the brand gave away $75,000 over the course of the weekend. Fans who sank the most three-point shots in 33 seconds were able to win $25,000 each day, along with “Team Lem” and “Team Lime” swag.

Photo: Courtesy of STARRY

STARRY Fizz Fest

For the first time, STARRY sponsored the NBA HBCU Classic presented by AT&T. To hype up the crowd, STARRY hosted a pre-game tailgate, called STARRY FIZZ FEST, featuring hoops competitions, prizes, and more.

Photo: Courtesy of STARRY

SoFi’s All-Star Weekend VIP Pre-Party

On Feb. 17, SoFi, the official bank of the NBA, kicked off the weekend with a pre-party with NBA All-Star Jayson Tatum at Tinker House in Indianapolis. Guests enjoyed a live taping of Kenny Beecham’s Enjoy Basketball podcast where Tatum and Beecham discussed Tatum’s new partnership with the digital personal finance company. As a nod to the player's nickname, a Taco Jay pop-up showcased Tatum’s newest Jordan Brand shoe collaboration—the Jordan Tatum 2—as well as custom swag and Tatum’s favorite tacos.

Photo: Daniel Boczarski/Getty Images

Curry’s Gameroom

Taking inspiration from the classic basketball video game NBA Jam, “Curry’s Gameroom” by Under Armour at the Circle Centre Mall took fans back in time with an old-school arcade vibe. Visitors had a chance to play classic arcade games, win prizes, and purchase the new “Curry Jam” shoes and matching apparel. The activation also took visitors into the future, showcasing the latest innovation from UA Basketball, the FUTR x ELITE shoes in two new colorways, which were also available for purchase on site.

Photo: Courtesy of Under Armour

Peloton x NBA Fitness

Peloton and NBA Fitness joined forces at NBA Crossover to present an interactive experience called “HIIT That Shot.” Fans had the chance to win various prizes as they competed against the clock in a fitness-infused basketball shooting competition.

Photo: Courtesy of Peloton

The space featured five different stations each focused on a different basketball muscle where fans were able to bike, crunch, lift, jump, and run and shoot their way to the top of the leaderboard in hopes of becoming the highest scorer of the weekend. The space also featured special appearances by NBA legend Bill Walton, former Philadelphia 76er forward Danny Green, and Utah Jazz guard Keyonte George, as well as Peloton instructors Rad Lopez, Tunde Oyeneyin, and Kirsten Ferguson.

Photo: Courtesy of Peloton

Gatorade

Gatorade Water made its first-ever sideline debut during the NBA All-Star Game. The brand also brought awareness to the product, with Jayson Tatum and Damian Lillard holding Gatorade Water during their tunnel walks.

Photo: Courtesy of Gatorade

Grand Marnier’s All-Star Wrap Party

On Feb. 18, spirits brand Grand Marnier celebrated All-Star Weekend with a party hosted by entertainment expert Kenny Burns with a performance by rapper 2 Chainz. Guests enjoyed Grand Marnier in specialty cocktails such as the Grand Margarita and the Grand & Ginger.

Photo: Natasha Campos/Getty Images

Boardroom x Coinbase Brunch

Media brand Boardroom co-founders Rich Kleiman and Kevin Durant, along with NBA All-Star Anthony Edwards, hosted the third annual Boardroom x Coinbase Brunch on Feb. 17. The brunch brought together a diverse group of influential leaders across sports, music, entertainment, and business. DJ and producer Chase B provided music for the event.

Photo: Courtesy of Boardroom & Coinbase

Panini Prizm VIP Lounge

Collectible company Panini hosted NBA and WNBA players, legends, and draft prospects at the Panini Prizm VIP Lounge. Attendees included Chet Holmgren, Cason Wallace, Keyonte George, Lauri Markkanen, Allen Iverson, A’ja Wilson, Matas Buzelis, and more.

Photo: Courtesy of Panini