The 2015 NBA All-Star game brought together a variety of different brands for activations surrounding All-Star Weekend. Sponsors of the different events included Nike, Kia, Gatorade, State Farm, Cîroc among others. 

Let’s take a look at a few of this past weekend’s activations.   

State Farm: The Insurance agency played off of its already popular “Born to Assist” campaign by deploying more than 100 “All-Star Assist Ambassadors” around all of New York’s transit hubs and at both Madison Square Garden and the Barclay’s Center, where all of the events took place. The brand ambassadors handed Metrocard holders and served as walking information kiosks for visiting NBA fans. 4

American Express: American Express sponsored a pair of concerts featuring Fall Out Boy, who performed on the Thursday leading up to the weekend and Jon Bon Jovi, who performed on Friday. Both concerts were held at the Hammerstein Ballroom. Footage from the performances aired nationally during TNT’s exclusive broadcast of the 2015 All-Star Game. 

Foot Locker: Foot Locker teamed up with Nike to create a 5,100-square-foot House of Hoops, which acted as a shoe exhibit and offered unique in-store shoe and Nike apparel customization. The stand-alone pop up shop showcased a variety of different Nike products from the Basketball, Sportswear and Jordan Brands.