The restaurant Rock & Reilly’s Park City celebrated its sixth year at the festival with a daytime media lounge and nightly events January 19 to 24. Lounge sponsor J.Crew hosted a “Denim by You” customization bar, which invited guests to create their own denim looks with patches and custom calligraphy by illustrator Sam Teich.
N.B.A. partner Kia hosted a public activation at Hudson Loft in downtown Los Angeles. As part of the experience, fans could guess how many basketballs were in a vehicle for a chance to win a $1,000 gift card. The space, which had athlete appearances throughout the weekend, was decorated with roughly 700 basketballs that were later donated to the Girls Inc. Center.
One area of the event had arcade games and custom wallpaper meant to evoke the brand’s hometown in Tennessee.
