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Volume 25 No. 4
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Adidas, Harman, A-B Line Up NBA All-Star Game Activations

This weekend's NBA All-Star Game marks Adidas’ first in more than a decade without on-court rights. However, the company is determined to have a strong presence around L.A., where the All-Star festivities will take place all weekend and where it opened a new Originals store last summer and will open a new office later this year. Adidas is hosting a two-day downtown festival within a warehouse that will include musical performances, tech displays purporting to show “the future of sport,” player appearances and exclusive product releases. “It’s all about celebrating creativity in sport and culture.” said Adidas North America President Mark King. Other key NBA sponsors are also finalizing All-Star plans. Harman is hosting a series of activations, largely for its JBL brand, including a JBL Court within the TNT Road Show activation area at L.A. Live. There also will be an appearance at electronics retailer Curacao’s downtown location with ESPN's Paul Pierce and the entitlement of Saturday’s three-point contest. It has fashioned a virtual three-point shooting contest, employing a “Sync the Three” thematic in support of the event. Harman/JBL is sponsoring a party each day this weekend: Kenny Smith’s All-Star Game party, along with functions by TNT Saturday and Bleacher Report on the Santa Monica Pier Sunday. Anheuser-Busch joins the party with a 5,000-square-foot “Budweiser Live” activation space, in which it will hold concerts Friday and Saturday nights near L.A. Live. Appearances by former players will support the brand’s “Legendary Lager, Legendary Moments” platform.