In partnership with the WNBA, the spirits brand hosted the Hennessy Arena 2x2 Showcase, a matchup featuring some of the league’s top players at San Francisco City Hall. WNBA champion A’ja Wilson presented the matchup, with "The City" (DiJonai Carrington and Arike Ogunbowale) going head-to-head on the court against "The Town" (Jackie Young and Chelsea Gray). Hennessy Arena also hosted a courtside conversation with NBA legend Baron Davis and media personality Tone Kapone.Photo: Jojo Korsh/BFA
But the main event—the 74th NBA All-Star Game—looked a little different. Instead of the usual four-quarter format, this year’s game was a four-team, tournament-style showdown.
Held at the Chase Center on Sunday, the event featured the 24 All-Stars split into three teams that were drafted by TNT's Charles Barkley, Shaquille O'Neal, and Kenny Smith. The fourth team was coached by Candace Parker and included the NBA’s Rising Stars (made up of first- and second-year players), led by San Antonio Spurs rookie Stephon Castle.
Three games were played in total, with the winner of the first two games meeting in the championship. The first team to reach 40 points in each game won. All-Star MVP Steph Curry and Team Shaq beat Team Chuck 41-25 in the championship.
The new format, which featured extended breaks in between the games, has drawn significant criticism for its lack of competitive spirit and entertainment value, with fans and commentators expressing disappointment. Discussions around revitalizing the event include reverting to the traditional East vs. West format or introducing new competitive elements like a 1v1 tournament.
Despite the on-court controversy, brands continued to show out in San Francisco for the three-day event. All-Star-themed pop-up stores from NBA partners including American Express, Bleacher Report, Foot Locker, and Puma were open along Powell Street as part of NBA All-Star Alley, while Union Square featured a custom basketball court designed by artist Victor Solomon and every cable car showcased NBA All-Star 2025 branding throughout the weekend.
Next year’s NBA All-Star Weekend will be held at the LA Clippers' new arena in Inglewood, Calif., Feb. 13-15, 2026.
Keep scrolling to see more events and brand activations from NBA All-Star Weekend 2025…
Google Pixel House
As the Official Fan Phone of the NBA and WNBA, Google Pixel returned to NBA All-Star Weekend with multiple interactive experiences, created in collaboration with brand consultancy Robot. The Google Pixel House included photo moments, an open court, and other daytime and evening programming. Fans were also able to create their own SLAM magazine cover and explore limited-edition memorabilia and local art through the lens of Pixel.
Photo: Courtesy of Google
Trainer Chris Brickley and Chris Matthews, known as “Lethal Shooter,” hosted a game of HORSE, forming teams with fans within the space.
Photo: Courtesy of Google
Additionally, Google Pixel partnered with basketball publication SLAM magazine and its digital fashion handle, LeagueFits, to launch the first-ever edition of LeagueFits Magazine. Cover star and All-Star Shai Gilgeous-Alexander was photographed with a Pixel 9 Pro, and Gemini Live served as the creative assistant to LeagueFits editor Ian Pierno. The magazine launched at Google Pixel House.
Photo: Courtesy of Google
There was also a special concert performance from rapper 2 Chainz.
Photo: Courtesy of Google
At NBA Crossover at the Moscone Center, Google hosted its "Pixel Pro Shot Challenge," inviting fans to test their hoops skills while capturing shareable content with Pixel phones. Fans were able to pose for their own draft photo, experience their own tunnel walk, participate in shooting challenges, and be entered to win a raffle of a signed Team Pixel item.
Photo: Courtesy of Google
Chase Freedom Presents Cashback Courts
The Chase Freedom Cashback Courts, held at City View at Metreon on Friday and Saturday, included on-site activations and live performances. Fans enjoyed panels and special celebrity showdowns by Steph Curry, Lethal Shooter, Moses Moody, Trayce Jackson-Davis, Karl-Anthony Towns, Kevin Garnett, A’ja Wilson, and Jalen Brunson. Musical guests and special performances included the Bay Area’s Saweetie, thuy, and LaRussell.
Photo: Moses Kinnah and Juan Urrutia for Chase Freedom
The “courts”—named The 5, The 3, and The 1.5—referred to Chase Freedom cardmember perks: 5% cash back on Chase Travel, 3% cash back on dining and drugstore purchases, and 1.5% cash back on all purchases.
Photo: Moses Kinnah and Juan Urrutia for Chase Freedom
Multidisciplinary artist Mr. Flower Fantastic designed custom basketballs, totes, and crewnecks as giveaways and unveiled a one-of-a-kind 8-foot-tall Chase-themed jersey.
Photo: Moses Kinnah and Juan Urrutia for Chase Freedom
NBA Crossover Presented by AT&T
At NBA Crossover, which featured interactive games, meet-and-greets, and a showcase of NBA talent, fans were able to test their dunking skills at AT&T’s XR Dunk Court, relive historic moments at the Slam Dunk Wall of Fame, and experience a tribute to Bay Area basketball culture by walking across the AT&T Blue Bridge.
Photo: Courtesy of AT&T
Mac McClung was also on hand, breaking down the art of dunking, sharing special tips and techniques in a live demo.
Photo: Courtesy of AT&T
Fans were then able to show off their dunking skills.
Photo: Courtesy of AT&T
AT&T Slam Dunk Contest
The AT&T Slam Dunk contest returned as the marquee event of NBA All-Star Saturday Night at the Chase Center. This year, a new fan voting element was introduced. The contest also marked the debut of AT&T’s signature blue basketball.
Photo: Courtesy of AT&T
American Express Experience
As part of its decadelong partnership with TNT Sports, Amex brought cardmembers and fans an interactive, behind-the-scenes experience of the network’s Inside the NBA program. Visitors could hear conversations with NBA players and broadcasters.
Photo: Alison Yin/AP Images for American Express
The three-floor activation featured several touchpoints in homage to Inside the NBA, including the Big Board Race, a “Who He Play For?” interactive station, and highlights and viral moments from the show’s history. On the top floor of the experience was the Card Member Club, an exclusive space for Amex cardmembers where they could customize merch and listen to fireside chats between NBA players and broadcasters, including TNT’s Ernie Johnson (pictured), who stopped by for one-on-one chats throughout the weekend.
Photo: Alison Yin/AP Images for American Express
NBA on TNT American Express Road Show
The NBA on TNT American Express Road Show was anchored by TNT’s Inside the NBA studio team of Ernie Johnson, Charles Barkley, Kenny Smith, and Shaquille O’Neal. In addition to the live telecast, the event featured fan competitions, giveaways, and interactive games, as well as watch parties. Chance the Rapper headlined this year’s Road Show, which was held on Feb. 13 at Pier 48.
Photo: Courtesy of TNT Sports
NBA on TNT American Express Celebration
Noah Kahan headlined the NBA on TNT American Express All-Star Celebration with a performance on Feb. 15 at Pier 48.
Photo: Courtesy of TNT Sports
Hennessy
As the Official Spirit of the NBA, Hennessy hosted an after-party at San Francisco City Hall on Feb. 15. Guests enjoyed handcrafted cocktails featuring reimagined classics like the paloma, mojito, and margarita with a signature Hennessy twist. The event included DJ sets by Flygerian, Amen, Shabazz, Steph Floss, and Aye Boogie and activations that immersed attendees in the brand’s legacy while celebrating artists and creatives local to the area.
Photo: Victor Arriola/BFA
Hennessy Arena 2x2 Showcase
In partnership with the WNBA, the spirits brand hosted the Hennessy Arena 2x2 Showcase, a matchup featuring some of the league’s top players at San Francisco City Hall. WNBA champion A’ja Wilson presented the matchup, with "The City" (DiJonai Carrington and Arike Ogunbowale) going head-to-head on the court against "The Town" (Jackie Young and Chelsea Gray). Hennessy Arena also hosted a courtside conversation with NBA legend Baron Davis and media personality Tone Kapone.
Photo: Jojo Korsh/BFA
Bose & The h.wood Group Present Culture Jam
At The Battery on Feb. 15, Bose and The h.wood Group hosted an event—Bose & The h.wood Group Present Culture Jam Hosted by Anthony Edwards—to celebrate the connection between music and basketball. The event marked the unveiling of a major music project from Culture Jam, featuring new tracks from Don Toliver and bdifferent, Edwards’ brother. The evening included a live performance by Toliver (pictured), a set by bdifferent, and DJ sets from Tay James and Austin Millz.
Photo: Jojo Korsh/BFA
For the second year in a row, Bose and artist and basketball superfan Victor Solomon teamed up to create exclusive, custom Bose QuietComfort Ultra Headphones and Ultra Open Earbuds. The headphones are cast from a real basketball’s pebbled surface and set with 225 white diamonds (5.5 carats total), while the earbuds feature a gold-plated basketball seam emblem, accompanied by a handblown glass basketball filled with crystals.
Photo: Jojo Korsh/BFA
‘Please Explain by Aria Hughes’
On Feb. 13, Complex kicked off All-Star Weekend with a one-on-one conversation between NBA Hall-of-Famer Gary Payton and Complex Editor in Chief Aria Hughes for her “Please Explain” series. The event, powered by the Soluna app, raised awareness about mental health and resources for teens and young adults.
Photo: Cory Grimes for Complex
1800 Tequila x Mr. Flower Fantastic
The 1800 Tequila x Mr. Flower Fantastic Agave All-Stars pop-up served as the official unveiling of the artist’s limited-edition luxury basketball sneaker decanter. The installation transported guests to the blue agave fields of Jalisco, where they enjoyed 1800 Tequila custom cocktails, took their shot at the custom shot clock, and experienced live music by DJ Supernova.
Photo: Courtesy of Complex
Complex at Chase Freedom Cashback Courts
Media personality and Complex host and producer Speedy Morman sat down for a conversation with WNBA icon A’ja Wilson at the Chase Freedom Cashback Courts at City View at Metreon on Feb. 14. During the event, multidisciplinary artist Mr. Flower Fantastic presented Wilson with a custom white and blue bouquet. He also designed custom basketballs, totes, and crewnecks that were given away to fans.
Photo: Cory Grimes for Complex
Nike’s Future Game Experience
This three-day immersive event at the Henry J. Kaiser Center for the Arts in Oakland featured competitive showcases with players, including Nike NIL athlete AJ Dybantsa, who debuted the Nike G.T. Future. The shoe launches later this year.
Photo: Emily Johnson
Jordan Fam Fest
The Feb. 15 event from Jordan Brand was held at its space in the Alameda Navy Yard. Hosted by Marshawn Lynch, the fest included a skate competition; Creative Combine workshops for middle and high school students; and Flight Academy, where kids had a chance to learn new basketball skills from elite trainers. Pictured: Lynch participates in a dunk alongside one of the Flight Academy hoopers.
Photo: Courtesy of Nike
Converse’s All-Star Weekend Activation
The sneaker brand’s immersive experience was influenced by its creative director of basketball, NBA All-Star Shai Gilgeous-Alexander. The studio space, located just off Union Square, featured Converse product customization, exclusive apparel and footwear, and surprise guest appearances Feb. 15 and 16. As part of the activation, Converse, in partnership with the City of San Francisco and The Skatepark Project, unveiled an expansion of the UN Skate Plaza, featuring skateable sculptural pieces designed by Converse CONS rider and MIT-trained architect Alexis Sablone.
Photo: Courtesy of Nike
SB Nation x Sei Less x Lo Kee’s The After Party
This past weekend, SB Nation partnered with Sei Less and Lo Kee to host “The After Party” presented by CROCS, Kilian Paris, Jaguar, Hennessy, and Sprite. The event brought together sports icons and tastemakers and featured activations including a CROCS customization station.
Photo: Courtesy of SB Nation
Boardroom x Coinbase Brunch
On Feb. 15, media brand Boardroom co-founders Rich Kleiman and Kevin Durant hosted the fourth annual Boardroom x Coinbase Brunch at Terrene at 1 Hotel San Francisco. The brunch, which featured a DJ set by Chase B, brought together influential leaders across sports, music, entertainment, and business. Guests enjoyed cocktails, passed appetizers, and a dedicated Coinbase coffee cart. A signature Raising Cane’s food truck was also on site. Guests were also able to create custom Nike T-shirts and sneakers with designs by Jarrett Reynolds, as well as an exclusive Boardroom shirt in collaboration with Nike and Cactus Plant Flea Market.
Photo: Courtesy of Boardroom & Coinbase
DraftKings and Sports Illustrated All-Star Party
On Friday, DraftKings and Sports Illustrated hosted an All-Star party, presented by Boost Mobile and Grand Marnier, at Temple Nightclub in downtown San Francisco. DJ Diesel aka Shaq headlined the event.
Photo: Courtesy of Acre Media
Anthony Edwards' 'Peach World'
Anthony Edwards sat down with president and CEO of Foot Locker Mary Dillon at the Adidas space at the Foot Locker pop-up. As a nod to Edwards' "No Lie" ad for Adidas, where a polygraph test administrator quizzes him with questions, attendees participated in a lie detector test to put their sneaker knowledge to the test. Foot Locker's two-story experience on Powell Street featured sneaker drops across top brands, NBA player appearances, interactive games and prizes, and exclusive product customization.
Photo: Courtesy of Instagram/@ceo_footlockerinc
Kia
Mac McClung three-peated as the NBA Slam Dunk champion with his dunk over a Kia K5. Marketing agency 160over90 worked with the auto brand and the NBA to make the moment happen.
Photo: Garrett Ellwood
WAGs In Wags
Jeep teamed up with NBA “WAG” Jordyn Woods who arrived at the Queens of the Court Galentines Tipoff event in a Jeep Wagoneer S.
Photo: Chevy Wilkins
