Top Events and Activations From NBA All-Star Weekend 2026

LOS ANGELES—NBA All-Star Weekend culminated Sunday night at Intuit Dome in Inglewood, Calif., where the league’s top talent gathered for the 75th annual NBA All-Star Game. The new tournament-style format saw Team Stars—led by Minnesota Timberwolves standout Anthony Edwards—take home the win, defeating Team World 37–35 before topping Team Stripes 47–21 in the championship game. 

The weekend’s on-court action also included the Celebrity Game, Rising Stars competition, the HBCU Classic, and Saturday night’s All-Star Saturday events, rounding out a packed weekend of basketball, culture, and fan engagement.

Beyond the arena, though, NBA All-Star Weekend unfolded as a citywide slate of fan experiences, pop-ups, and live events, with brands activating across convention spaces, retail hubs, beaches, and nightlife venues. From immersive installations and limited-edition merch drops to live performances, podcast tapings, and family-friendly takeovers, companies used the weekend to connect with fans through basketball, music, fashion, and culture. 

Below, take a look at some of the standout brand activations that brought All-Star Weekend to life off the court.

Spotify’s All-RapCaviar

^{On Feb. 13, Spotify transformed its RapCaviar podcast into a one-night, late-night live experience with All-RapCaviar at NYA West. Running from 10 p.m. to 2 a.m., the event blended live music, basketball culture, and interactive design elements aimed at bringing the playlist’s digital audience into a physical space. Photo: Spotify}

^{Hosted by NBA player Cade Cunningham, the program featured performances by Don Toliver and Veeze alongside immersive moments that extended RapCaviar’s editorial identity throughout the venue. Photo: Spotify}

^{Guests moved through a Hall of Fame-style installation celebrating the playlist’s cultural impact, and custom jersey moments designed for content creation and fan engagement. Photo: Spotify}

^{There was also a RapCaviar-branded basketball court. The activation marked RapCaviar’s first live experience with a presenting brand partner. Photo: Spotify}

AT&T’s Dunk District

^{AT&T activated along the Venice Beach basketball courts with the AT&T Dunk District, a pop-up designed to blend street basketball culture, technology, and community programming. Set against one of Los Angeles’ most recognizable outdoor courts, the activation offered a mix of hands-on gameplay, customization, and live digital content. Photo: Jenna Fernandez for AT&T}

^{Key elements included the Dunk Bus, a mobile activation featuring motorized hoops, NBA 2K gaming stations, and a digital postcard wall where fans could capture and share their dunk moments. The space also featured a fashion-forward retail moment spotlighting Shai Gilgeous-Alexander, with limited-edition merchandise from local artists, alongside a phone-case customization station that invited fans to personalize their devices on site. Photo: Jenna Fernandez for AT&T}

^{Programming extended to open-play basketball sessions for local students and athletes, as well as a live, IRL-style stream produced with XSET that paired creators with NBA legends for on-court competition and gaming moments. Photo: Jenna Fernandez for AT&T}

American Express x Fanatics Real Vintage Vault

^{American Express activated in Venice with the American Express x Fanatics Real Vintage Vault, a fan-facing retail experience centered on vintage NBA merchandise and memorabilia. Open Feb. 13–14, the space offered limited-edition apparel—including jackets, hoodies, and T-shirts—alongside a display of historic NBA collectibles. Photo: Jones Crow for American Express}

^{Beyond shopping, the Vault layered in live programming, with DJ sets each afternoon and opportunities for guests to create personalized posters on site. Select NBA players made appearances throughout the weekend, offering meet-and-greet moments within the space. Photo: Jones Crow for American Express}

^{American Express Card Members received added access points, including priority entry and on-site merchandise customization. The activation was timed to coincide with the renewal of American Express’ partnership with the NBA. Photo: Jones Crow for American Express}

Chase Freedom Cashback Courts at Complex Market

^{Chase Freedom anchored the debut of Complex Market with the Cashback Courts, a fan-facing activation built around live competition, conversations, and limited-edition drops. Throughout the day, fans connected with Kevin Hart, Chris Paul, Jarred Vanderbilt, and Carmelo Anthony, participating in shooting challenges and on-court moments alongside basketball legends. Photo: Chase Freedom} 

^{Programming included a celebrity-led fan shooting competition, with Hart keeping the tone light as fans competed for prizes tied to charitable donations benefiting the American Heart Association. Later, basketball trainer Lethal Shooter hosted a finale competition that crowned a fan as the “Greatest Cashbacker of All Time,” awarding a custom-designed COAT by Jeff Hamilton.  Photo: Chase Freedom} 

^{Between programming, attendees explored Complex Market’s retail environment, including a retro-inspired customization station and limited merch drops created in collaboration with local and designer partners. The activation also featured a live taping of the 7PM in Brooklyn podcast, recorded in front of a live audience with Carmelo Anthony and Chris Paul. Photo: Chase Freedom} 

Jordan Brand’s Citywide Activations

^{Rather than centering NBA All-Star Week around a single destination, Jordan Brand rolled out a citywide experiential footprint across Los Angeles, transforming retail spaces into immersive brand moments timed to peak All-Star traffic. Photo: Courtesy of Freehold Group}

^{Led by retail design and fabrication agency} Freehold Group^{, the effort spanned eight public-facing retail locations—including Shoe Palace and JD Sports outposts in Little Tokyo and Inglewood—each tailored to feel local while delivering high-impact visuals and heritage-driven product storytelling. Photo: Courtesy of Freehold Group}

^{The centerpiece was the Jordan Brand House in Inglewood, a hub for fabrication-forward design, live consumer engagement, and brand immersion just minutes from All-Star venues. Photo: Courtesy of Freehold Group}

NBA Crossover

^{Held Feb. 12-15 at the Los Angeles Convention Center, NBA Crossover returned as the league’s flagship fan experience, spanning more than 300,000 square feet of basketball, music, art, and culture. The multi-day event featured live performances, photo opportunities, exclusive merchandise, and hands-on programming across zones like G League Park, NBA Creator Court, and Hardwood Central, which doubled as a concert venue and watch-party destination during marquee All-Star Weekend games. Photo: Courtesy of NBA}

DoorDash at NBA Crossover

^{In addition to on-court programming and live music, NBA Crossover featured dozens of brand activations woven throughout the space, with fan-facing experiences from partners including AT&T, Kia, Michelob ULTRA, PlayStation, Ruffles, and State Farm. One highlight? DoorDash’s Bag Lab, which invited fans to customize mini delivery bags with patches and team-inspired charms. Photo: Courtesy of NBA}

CeraVe at NBA Crossover

^{CeraVe, the NBA’s new official skincare and haircare partner, made its debut at NBA Crossover with a barbershop-inspired activation focused on grooming and wellness. The experience offered customized hairstyling, on-site dermatologist consultations, product sampling, and a Polaroid photo moment, with appearances by the brand’s mascot, Sarah V the GOAT, throughout the weekend. Photo: Courtesy of NBA}

Nike, LEGO, and Kids Foot Locker at NBA Crossover

^{Nike partnered with LEGO and Kids Foot Locker to create a kid-focused, space-themed activation at NBA Crossover. Designed for younger fans, the experience featured interactive games and activities, including “Hoops of Saturn,” a basketball court where guests could play “SPACE,” Nike’s spin on the classic game of HORSE. Photo: Courtesy of NBA}

Google’s Search Bar at NBA Crossover

^{Google also activated inside NBA Crossover with the Search Bar, an interactive exhibition designed to explore how fans use Search to learn more about the game. Open to the public and press, the experience translated Google’s AI-powered Search tools into a series of hands-on, oversize installations. Photo: Courtesy of Google}

^{Inside the space, which was created in collaboration with the agency} Hi-Vis^{, fans were invited to ask AI Mode questions about players, teams, and league history, using real basketball scenarios to surface deeper insights. Photo: Courtesy of Google}

^{The exhibition also incorporated gamified elements, including a crossword-style giveaway that encouraged guests to move through each installation to unlock prizes. Another station reimagined Google’s “I’m Feeling Lucky” button, prompting visitors to vote on the outcome of the All-Star Game. Photo: Courtesy of Google}

^{Extending beyond the convention center, Google also rolled out a Mobile Search Bar, a custom-branded limousine circulating through the city. Photo: Courtesy of Google}

Google Pixel Activations

^{Google Pixel also showed up across multiple cultural touchpoints, including as presenting partner of Sport Beach’s All-Star Clubhouse and through a collaboration with Complex at the debut of Complex Market. Inside Complex’s new collector-focused destination, Pixel hosted an interactive photo activation that invited fans to be “Muralized,” transforming their portraits into basketball-inspired street art rendered as a custom Complex magazine cover. Guests received printed takeaways alongside digital-ready content. Photo: Courtesy of Google}

^{Pixel also captured the weekend through original social content shot on the Pixel 10 Pro, including a behind-the-scenes look at All-Star Weekend with Pixel ambassador Jillian Hardeman-Webb and an on-site interview between Complex editor-in-chief Aria Hughes and USC standout JuJu Watkins. Photo: Courtesy of Google}

LA Clippers & Comcast NBCUniversal’s NBA All-Star Legendary Tip-Off Celebration

^{To kick off All-Star Weekend, the LA Clippers and Comcast NBCUniversal hosted a high-profile NBA Legendary Tip-Off Celebration that blended sports, entertainment, and culture. The evening began with a red carpet and press line at LACMA’s Urban Light installation before guests moved under the Dome at the Academy Museum of Motion Pictures for the main event. Photo: Todd Williamson/JanuaryImages}

^{Hosted by LA Clippers chairman Steve Ballmer and Comcast NBCUniversal chairman Brian Roberts, the celebration brought together an expansive mix of NBA leadership, All-Stars, and figures from film, music, fashion, and media. Photo: Todd Williamson/JanuaryImages}

^{DJ Pee.Wee (aka Anderson .Paak) provided entertainment as guests mingled beneath the museum’s dome. Photo: Todd Williamson/JanuaryImages}

Kyrie Irving x ANTA’s ANTALAND

^{Kyrie Irving and ANTA took over Pacific Park on the Santa Monica Pier with ANTALAND, a family-friendly activation designed to offer a more inclusive, community-focused counterpoint to the weekend’s nightlife-heavy events. Produced by creative agency} Team Epiphany^{, the takeover transformed the amusement park into an interactive environment. Photo: Vicente Corona and Samiee Valdivia}

^{Set against the pier’s oceanfront backdrop, ANTALAND featured a mix of experiential zones, including a pop-up retail shop with exclusive merchandise, interactive game stations such as pop-a-shot basketball and ring toss, and a hands-on basketball experience designed to be accessible for fans of all ages. Hosted by Irving, the daytime experience drew a mix of athletes, entertainers, and fans. Photo: Vicente Corona and Samiee Valdivia}

Lil’ Luka’s Heartbreak Factory

^{Presented by 77X, Luka Dončić’s new direct-to-fan creative universe, Lil’ Luka’s Heartbreak Factory drew thousands of visitors across three days. The fan-first experience featured live programming with Dončić and a rotating lineup of creators and athletes, who took part in trick-shot challenges and competitions, plus limited-edition merchandise, apparel, and collectibles designed in-house by 77X. Photo: Courtesy of 77X}

^{The activation marked the first live experience from 77X and introduced fans to Lil’ Luka, an original “cute horror” character inspired by Dončić’s playful yet competitive on-court persona. Built as an immersive, walk-through environment, the experience blended basketball, gaming culture, streetwear, and collectibles, with a three-stage trick-shot challenge court where participants attempted to “escape” the Heartbreak Factory. Photo: Courtesy of 77X}

^{Additional spaces included a Candy Shop stocked with Trash Talk Valentine’s conversation hearts stamped with Dončić’s signature phrases, a Flower Shop tied to Lil’ Luka’s Valentine’s Day takeover, and a Merch Shop featuring limited-edition tees, hoodies, and hats. The set design combined candy-factory visuals with basketball arcade-style gameplay.} Todo Productions ^{served as producer and production partner, while title sponsor Shopify powered on-site point of sale and the Court to Cart Challenge, which connected live gameplay to instant merchandise redemption. Gatorade Water was the exclusive beverage sponsor. Photo: Courtesy of 77X}

Kenny Smith’s FlyHouse All-Star Celebration

^{Kenny “The Jet” Smith hosted his annual FlyHouse All-Star Celebration at the Sheats-Goldstein residence, bringing together leaders from sports, entertainment, and business for a black-tie evening. Presented in partnership with Resorts World and Flyhouse Aviation, the event unfolded across the private estate, with a guest list spanning NBA players, team owners, executives, and creatives. Photo: Vivien Killilea/Getty Images}

^{The evening began with a seated dinner before the estate transitioned into a late-night party atmosphere. Programming expanded to include a casino-style gaming lounge followed by music-driven moments from DJ D-Nice and Nas. The event also spotlighted Smith’s Jets Center initiative, a basketball and media hub focused on training, mentorship, and educational opportunities for young athletes.} Fingerprint Communications ^{managed PR and helped with celebrity wrangling alongside David Spencer, a sports and entertainment marketer who helped curate the evening through location search, brand partnership, and celebrity procurement. Photo: Vivien Killilea/Getty Images}

Tommy John x The Roommates Show Live Taping

^{Premium apparel brand Tommy John partnered with Jalen Brunson and Josh Hart for a live taping of The Roommates Show at Candela La Brea. The live podcast recording featured onstage appearances from Paul Pierce and Kendrick Perkins. Photo: Tommy John}