Shoe Companies Activating In Force Around NBA All-Star Weekend

As All-Star Weekend tips off in Toronto, basketball marketers are taking advantage of a "retail and branding opportunity too rich to pass up." With the event bringing a "critical mass of well-heeled basketball fans to the city," Nike has set up a sneaker store in a streetcar to go along with Jordan Brand's pop-up store. Under Armour is using the occasion to "revamp its Stephen Curry signature shoe in new colours," and Curry tonight will hold a Q&A with fans. adidas, the league's official apparel provider, will have its logo on All-Star uniforms and "has adorned the Air Canada Centre with a giant mural" featuring Rockets G James Harden and Raptors G Kyle Lowry (TORONTO STAR, 2/12).