NBA All-Star Weekend 2026 Brings Brands, Fans, and Culture to Los Angeles

Spotify, AT&T, American Express, and Jordan Brand among the brands activating across the city

Published on Mar. 1, 2026

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NBA All-Star Weekend 2026 took over Los Angeles, with brands like Spotify, AT&T, American Express, and Jordan Brand activating fan experiences, pop-ups, and live events across the city. The weekend featured on-court action, including the All-Star Game, Celebrity Game, and other competitions, as well as a slate of off-court brand activations that brought basketball culture, music, fashion, and more to life for fans.

Why it matters

NBA All-Star Weekend is one of the league's marquee annual events, drawing massive attention and providing brands with a unique opportunity to connect with basketball fans and the broader cultural zeitgeist. The wide range of activations across Los Angeles showcased how companies are leveraging the event to engage consumers through immersive experiences, limited-edition products, and cross-cultural programming.

The details

Highlights included Spotify's All-RapCaviar live event, AT&T's Dunk District pop-up on the Venice Beach courts, American Express and Fanatics' vintage NBA merchandise experience, and Jordan Brand's citywide retail activations. The NBA Crossover fan festival at the Los Angeles Convention Center also featured brand experiences from partners like DoorDash, CeraVe, and Google. Beyond the convention center, activations included the LA Clippers and Comcast NBCUniversal's Legendary Tip-Off Celebration, Kyrie Irving and ANTA's ANTALAND family experience, and Kenny 'The Jet' Smith's FlyHouse All-Star party.

  • NBA All-Star Weekend took place February 13-15, 2026.
  • The NBA Crossover fan festival ran from February 12-15, 2026.
  • Spotify's All-RapCaviar event was held on February 13, 2026.
  • The American Express x Fanatics Real Vintage Vault was open February 13-14, 2026.
  • Kyrie Irving and ANTA's ANTALAND activation was a multi-day experience over the All-Star Weekend.

The players

Anthony Edwards

A standout player for the Minnesota Timberwolves who led Team Stars to victory in the new tournament-style All-Star Game format.

Cade Cunningham

An NBA player who hosted Spotify's All-RapCaviar live event.

Kyrie Irving

An NBA player who hosted the ANTALAND activation with ANTA on the Santa Monica Pier.

Luka Dončić

An NBA player whose new direct-to-fan creative universe, 77X, presented the Lil' Luka's Heartbreak Factory activation.

Kenny 'The Jet' Smith

A former NBA player who hosted his annual FlyHouse All-Star Celebration at the Sheats-Goldstein residence.

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What they’re saying

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee (Instagram)

The takeaway

NBA All-Star Weekend has evolved into a multi-faceted cultural event, with brands leveraging the high-profile platform to connect with fans through immersive experiences, limited-edition products, and cross-industry collaborations that bring together sports, music, fashion, and more. The wide range of activations across Los Angeles showcased the event's ability to engage consumers beyond just the on-court action.