re than just a sport, as displayed in the much-anticipated and recently released Nike movie AIR. Its influence has gone far beyond the game itself, developing its own culture, lifestyle, music and fashion (both on and off the court). During this year’s All-Star Weekend, it was inspiring to observe how major brands deeply engaged their customers, through a variety of imaginative activations. Some of them didn’t even sell products – it was all about brand awareness and engaging people at a specific moment in time. Here were some of my favourite activities from the weekend: Jordan Brand’s Parlor 23 Experience True Jordan fans know that the night before Game 5 of the 1997 Finals against the Utah Jazz, he suffered from food poisoning from a local pizza joint. Some believe he may have even been deliberately poisoned. Regardless, he played the next day and had 38 points, seven rebounds, five assists and three steals to secure the much-needed win for his team. It became known as ‘The Flu Game’, because he had flu-like symptoms, yet exhibited one of the greatest individual performances in basketball history. Inspired by this piece of sporting history and Jordan’s number, the Jordan Brand created Parlor 23, a pizzeria-style central hub where all of its activations were located. Customers were invited to purchase and customise products, learn more about the Jordan brand-sponsored NBA athletes, participate in a basketball shootout and engage in live discussions with basketball stars. I was particularly impressed by the attention to detail shown in the marketing. If you wanted pizza while you customised your hoodie or jersey, you were given a classic red-and-white checked pizza menu with options including: a slice of Fast Break (classic pepperoni), Draft Pick (Italian sausage), First Class (margherita) or Clutch (extra cheese). The coolest bit was there was no explanation of the story behind Parlor 23. It truly was an ‘if you know, you know’ brand exercise. Passionate fans of Michael Jordan felt like the brand truly understood them, and other customers simply had a fun time at the activation. Win-win. Nike x SNKRS x Ja Morant This was insane. In the middle of Salt Lake City was a giant, hyper-realistic Nike sneaker, its box, a chain necklace and a Grizzly head – carved out of what looked like a huge block of ice. It was called Mt 12Skii, an amazing collaboration between Nike Basketball and SNKRS to celebrate Memphis Grizzlies star player Ja Morant’s new signature shoe, the Nike Ja 1. Inside was an ice-box pop-up shop, complete with an ice luge, where shoes would slide down for customers to pick up. Shoppers could purchase Morant merchandise, and some lucky customers were treated with limited-edition sneakers in new colourways and Swarovski crystal details. Image supplied. Adidas remembers the ‘why’ Earlier this year, Adidas unveiled its new campaign, ‘Remember the Why’, which signalled the beginning of a new era for the brand. This was the cornerstone of Adidas’ immersive exhibition during the All-Star Weekend, previewing its upcoming Chapter 02 collection, and  inspired by its new understated and androgynous direction. The brand offered guests exclusive first glimpses of unreleased products. Its roster of athletes was in attendance, too, giving guests a sneak peek at what they will soon be rocking on the court. Hennessy: Court to culture Spirits giant Hennessy transformed social club Edison House into Hennessy Arena, creating a private, invite-only experience for guests and featuring several activations and performances by rapper Latto, Grammy-award winner Kaytranada and Kitty Ca$h. The next-level experiences included: a FCTRY Lab shoe experience where guests could 3D print a custom pair of sneakers; a mobile game night pizzeria which delivered more than 300 pizzas to fans; a stunning art installation; and onsite mixologists serving NBA-themed cocktails. It also featured an immersive digital court integration inspired by basketball Hall of Famer Allen Iverson, where fans were invited to create their own digital courts online. Hennessy also debuted its film Unshattered, featuring artist Victor Solomon, who re-created the most coveted trophies in the league, exploring his passion for art and sport. During the weekend, Hennessy hosted the B.I.G. (Business Inside the Game) Summit, bringing together sports experts and entrepreneurs across sports, media, tech and finance. Attendees watched a series of fireside chats and a panel including NBA commissioner Adam Silver, Cleveland mayor Justin Bibb, and Scott Rochelle, President and CEO of The National Basketball Retired Players Association. Sneaker start-up and marketplace SoleSavy hosted a members-only community pop-up, where members watched the event in person and enjoyed the All-Star game together. The Hennessy Arena was an exceptional example of a truly immersive brand experience that went far beyond simply selling products, and paid homage to the intersection between basketball, art, music and style. Image supplied. Community and connection So, what can we learn from these deeply engaging brand experiences? Sport is a religion in Australia and the next decade is going to be really exciting for us, and for the savvy retailers who can successfully tap into the zeitgeist. There’s the upcoming FIFA Women’s World Cup and the Olympics in Paris next year, followed by the Commonwealth and Olympic Games in Australia. These major sporting events present invaluable opportunities for retailers, as the nation’s excitement levels reach fever pitch in the months leading up to them. After all, you have large numbers of emotionally invested Australians, looking for ways to engage with their favourite team, sport or associated brand. Sport is about community and connection, so that should be at the forefront of retailers’ strategies. Done well, a great brand could potentially become part of the lasting memories that Australians take away from the World Cup or the Olympics. As I learnt during the NBA All-Star Weekend, the best businesses think beyond just branded T-shirts and merchandise – they’re getting creative and building highly immersive experiences with consumers at the centre of it all. Game on: It’s time to go big or go home. This story first appeared in the May 2023 issue of Inside Retail Magazine Australia.