FEATURE
T he NBA All-Star Weekend is the ultimate trip for lovers of basketball . I made the journey to Salt Lake City , Utah earlier this year for the annual weekend of experiences , exhibitions , performances and the game itself , along with thousands of passionate fans from around the world . In fact , I make the pilgrimage to the US every couple of years specifically for this event – I was in Los Angeles in 2018 and in Chicago in 2020 .
You don ’ t need to be Michael Jordan to know that basketball is more than just a sport , as displayed in the much-anticipated and recently released Nike movie AIR . Its influence has gone far beyond the game itself , developing its own culture , lifestyle , music and fashion ( both on and off the court ). During this year ’ s All-Star Weekend , it was inspiring to observe how major brands deeply engaged their customers , through a variety of imaginative activations . Some of them didn ’ t even sell products – it was all about brand awareness and engaging people at a specific moment in time .
Here were some of my favourite activities from the weekend :
Jordan Brand ’ s Parlor 23 Experience True Jordan fans know that the night before Game 5 of the 1997 Finals against the Utah Jazz , he suffered from food poisoning from a local pizza joint . Some believe he may have even been deliberately poisoned . Regardless , he played the next day and had 38 points , seven rebounds , five assists and three steals to secure the much-needed win for his team . It became known as ‘ The Flu Game ’, because he had flu-like symptoms , yet exhibited one of the greatest individual performances in basketball history .
Inspired by this piece of sporting history and Jordan ’ s number , the Jordan Brand created Parlor 23 , a pizzeriastyle central hub where all of its activations were located . Customers were invited to purchase and customise products , learn more about the Jordan brand-sponsored NBA athletes , participate in a basketball shootout and engage in live discussions with basketball stars .
I was particularly impressed by the attention to detail shown in the marketing . If you wanted pizza while you customised your hoodie or jersey , you were given a classic red-and-white checked pizza menu with options including : a slice of Fast Break ( classic pepperoni ), Draft Pick ( Italian sausage ), First Class ( margherita ) or Clutch ( extra cheese ).
The coolest bit was there was no explanation of the story behind Parlor 23 . It truly was an ‘ if you know , you know ’ brand exercise . Passionate fans of Michael Jordan felt like the brand truly understood them , and other customers simply had a fun time at the activation . Win-win .
Nike x SNKRS x Ja Morant This was insane . In the middle of Salt Lake City was a giant , hyper-realistic Nike sneaker , its box , a chain necklace and a Grizzly head – carved out of what looked like a huge block of ice . It was called Mt 12Skii , an amazing collaboration between Nike Basketball and SNKRS to celebrate Memphis Grizzlies star player Ja Morant ’ s new signature shoe , the Nike Ja 1 .
Inside was an ice-box pop-up shop , complete with an ice luge , where shoes would slide down for customers to pick up . Shoppers could purchase Morant merchandise , and some lucky customers were treated with limited-edition sneakers in new colourways and Swarovski crystal details .
Adidas remembers the ‘ why ’ Earlier this year , Adidas unveiled its new campaign , ‘ Remember the Why ’, which signalled the beginning of a new era for the brand . This was the cornerstone of Adidas ’ immersive exhibition during the All-Star Weekend , previewing its upcoming Chapter 02 collection , and inspired by its new understated and androgynous direction . The brand offered guests exclusive first glimpses of unreleased products . Its roster of athletes was in attendance , too , giving guests a sneak peek at what they will soon be rocking on the court .
Hennessy : Court to Culture Spirits giant Hennessy transformed social club Edison House into Hennessy Arena , creating a private , invite-only experience for guests and featuring several activations ►
May 2023 www . insideretail . com . au | 35