
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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