Partnered with Nike on the execution of Nike Basketball’s NBA All-Star Weekend 2025 activation, shaping an experience that connected the present and future of the game.

This three-day event bridged the culture of San Francisco (the now) with the basketball credentials of Oakland to define what’s next (the FUTURE). The multi-day experience brought together the best in elite talent, cutting-edge innovation, and immersive storytelling to inspire the next generation of hoopers. The experience culminated with 7 spotlight youth matchups, daily on-court programming and entertainment and product engagement at retail and experiential spaces through the arena, hosting upwards of 1,500 guests per day.