Nike, Jordan Brand and Converse Activate Across LA During NBA All-Star Weekend

Nike, Converse, and Jordan Brand delivered one of the most coordinated brand showcases of All-Star Weekend, activating across Los Angeles with a unified presence that stretched far beyond the court.

The week began with a private friends-and-family dinner at Nike’s LA headquarters, setting the tone for what would become a city-wide takeover. Attendees were gifted custom letterman jackets created to commemorate the moment. The gathering underscored how the three brands under the Nike, Inc. umbrella operate independently, yet move collectively during key cultural moments.

From there, activations spread across the city.

Jordan Brand anchored its presence in Inglewood with an immersive Jordan Brand House, hosting athlete appearances, community events, and product showcases. Converse focused its energy around the SHAI 001 lounge, spotlighting Shai Gilgeous-Alexander’s growing influence and the brand’s evolving performance identity. Meanwhile, Nike activated at Crenshaw High School and additional key locations, leaning into grassroots engagement and reinforcing its longstanding ties to Los Angeles basketball culture.

Large-scale outdoor installations — including Kobe Bryant tributes and prominent citywide branding — made the weekend impossible to miss. Rather than a single headline moment, the strategy relied on sustained visibility, layered storytelling, and community integration.

All-Star Weekend ultimately served as a reminder of Nike, Inc.’s structural advantage in basketball: three distinct brands, three different audiences, and one coordinated presence across the sport’s biggest stage.