Orlando Magic player Cole Anthony snapped a selfie at "The Block."Photo: Kaitlin K Walsh/AP Images for Mountain Dew X Ruffles
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CLEVELAND—The 2022 NBA All-Star Weekend, which took place Feb. 18-20 in Cleveland, was filled with plenty of hoops action and on-site sponsor activations, as well as digital experiences for at-home fans—all capped off with the 71st edition of the All-Star Game, held at Rocket Mortgage FieldHouse, that saw Team LeBron beat Team Durant, 163-160. LeBron James of the Los Angeles Lakers and Kevin Durant of the Brooklyn Nets were the captains of the two teams.
During halftime of the game, in celebration of its 75th anniversary, the league honored basketball legends by showcasing its 75 greatest players of all time. The group was voted on before the season by a panel of media members, coaches, players and executives.
From fashion-forward basketball gear courtesy of Klarna to a retro bar takeover from Michelob Ultra, here’s how brands got in on the b-ball action.
MTN DEW & Ruffles
This snack and beverage duo, the official soft drink and chip of the NBA, joined forces to host “The Block,” a three-day fan experience featuring local artists, musical performances and All-Star appearances.
Photo: Phil Long/AP Images for Mountain Dew X Ruffles
“The NBA and its players influence and drive culture around the world. As the official beverage of the league, we see NBA All-Star as an opportunity to give fans unparalleled access to star players via an interactive experience both in person and virtual,” said Matthew Nielsten, senior director of MTN DEW brand marketing. “This year we built out a hub of hoops culture in Cleveland complete with talent appearances from some of the biggest names in basketball, performances by the hottest musical acts and collaborations with local Cleveland artists, personalities, designers and more. This was our seventh year activating at NBA All-Star, and we look forward to another opportunity to bring bold, one-of-a-kind experiences to NBA fans in 2023.” Next year's event will take place in Salt Lake City.
Photo: Kaitlin K Walsh/AP Images for Mountain Dew X Ruffles
Cleveland Cavaliers players Collin Sexton and Darius Garland took the stage with host Mouse Jones during the fan experience.
Photo: Kaitlin K Walsh/AP Images for Mountain Dew X Ruffles
Orlando Magic player Cole Anthony snapped a selfie at "The Block."
Photo: Kaitlin K Walsh/AP Images for Mountain Dew X Ruffles
Attendees could score beverages and bags of snacks emblazoned with players' faces.
Photo: Kaitlin K Walsh/AP Images for Mountain Dew X Ruffles
During the fan experience, NBA stars, personalities and others took part in a streaming event via Twitter.
Photo: Kaitlin K Walsh/AP Images for Mountain Dew X Ruffles
In 2020, for the 3-Point Contest, MTN DEW introduced The DEW Zone, an area on the court 30 feet from the hoop that awards three points per shot and is equipped with DEW Zone basketballs. This year's contest took place Feb. 19.
Photo: Kaitlin K Walsh/AP Images for Mountain Dew X Ruffles
Klarna
Located at the Cleveland Public Square from Feb. 18-20, “The Klarna All-Star Vault,” the shopping and payments service’s first-ever immersive sports activation, explored the connection between fashion and pro basketball throughout the league’s 75-year history. The activation marked Klarna’s expansion into sports, following the brand’s recent announcements as the official shopping partner of the Chicago Bulls and founding partner of LA's Angel City Football Club.
Photo: Kelsey Rose
A display of game-worn originals—curated by Stadium Goods from the personal archives of sneaker collector Gerard Starkey, including Michael Jordan’s 1989 Air Jordan 4—was viewable both on-site and on KlarnaVault.com.
Photo: Kelsey Rose
Fans could shoot hoops on the branded court and score rewards, such as 15% off on StadiumGoods.com for Klarna app users.
Photo: Kelsey Rose
Artist Sophia Chang designed limited-edition custom merchandise, including live-designed basketballs.
Photo: Kelsey Rose
Michelob Ultra
Timed to NBA All-Star Weekend, Michelob Ultra, the league’s official beer partner, encouraged fans to "Enjoy It Like It's 1993" with a collection of in-person and online activations that recreated elements of classic arcade game NBA Jam.
Photo: Courtesy of Michelob Ultra
The beer brand turned a Cleveland bar into "Boom Shaka Lakas," a pop-up arcade bar inspired by the game's catchphrase. The space featured performances by rapper Fat Joe and DJ Jazzy Jeff, meet and greets with NBA Hall of Famers, limited-edition merchandise and more.
Photo: Courtesy of Michelob Ultra
NBA Jam-inspired cans featuring iconic catchphrases and images from the game were available at the bar, other Cleveland locations and at Rocket Mortgage FieldHouse. The brand also launched EnjoyItLikeIts1993.com, a '90s-styled website where fans can buy merchandise and items including a custom NBA Jam x Ultra arcade console.
Photo: Courtesy of Michelob Ultra
Google
This year’s NBA All-Star Weekend was Google’s first as the NBA’s official search trends and fan insights partner, and Google Pixel’s as the league’s official fan phone. As part of the brand’s campaign surrounding the issue of image equity in camera technology, Google sponsored the inaugural NBA HBCU Classic game between Howard University and Morgan State University.
Photo: Florian Koenigsberger
Google also teamed up with photographer Shaniqwa Jarvis to produce a fresh take on the classic team photo and headshot, featuring the college players using Real Tone on the Google Pixel 6.
Photo: Courtesy of Google
Hennessy
Hennessy’s immersive Digital House of Moves, a part of the brand’s Make Moves That Start Movements programming, featured three curated “floors,” each hosting unique experiences including a hologram performance by Gunna, digital art installations and ​​a virtual bar, where consumers were able to find recipes for Hennessy's NBA-themed cocktails.
Screenshot: Courtesy of Hennessy
Tiffany & Co.
An immersive pop-up installation hosted by Tiffany & Co. and the Cleveland Cavaliers, located at the StockX Factory at The May in downtown Cleveland, celebrated the brand’s 160-year legacy of crafting sports trophies. It marked Tiffany & Co.’s second creative partnership with artist Daniel Arsham, who is also the creative director of the Cavaliers. The space, which was produced in partnership between Tiffany & Co. and Arsham, featured a mirrored wall with a display of limited-edition basketballs designed by Arsham and created in partnership with Wilson. The activation hosted a series of panel discussions, workshops and meet and greets that were open to the public.
Photo: Courtesy of Element Brand Group
The exclusive Tiffany & Co. x Daniel Arsham x Wilson basketball ($575) was only available in limited quantities at the Cavs Stockroom and at the jeweler’s Woodmere, Ohio, store. The ball features Arsham’s Tiffany & Co. collaboration logo and the Wilson logo, with an embossed pattern featuring Arsham Studio’s signature “A” monogram and the Cavaliers “C” insignia.
Photo: Courtesy of Tiffany & Co.
