
Published 19 February 2025
An annual cornerstone of basketball fandom, The National Basketball Association (NBA) All-Star Weekend (February 14-16, San Francisco), saw brands including Adidas, Converse, Nike and Puma play on legendary campaigns via themed activations, host mini festivals, extend pop culture tie-ups via retro gaming spaces, and attempt to cross-pollinate fan bases by courting San Francisco’s skateboarding scene. Meanwhile, WhatsApp trialled second-screening sports commentary.



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At NRF 2026 in New York (January 11-13), AI’s radical reshaping of retail (AI-enabled ‘chat to checkout’; mastering generative engine optimisation – GEO – and loyalty-forging branded AI co-shoppers) dominated discussion among apparel, grocery, home improvement and outdoors brands. Other major talking points included...