While NBA All-Star weekend was a celebration of basketball,  there was much more to it than that.

Luxury partnerships, VIP lounges, and influencer-hosted events are all moments that now define the cultural perimeter of the weekend. The NBA has effectively positioned itself at the center of fashion, music, tech, and streetwear conversations. NBA All-Star Weekend has evolved into something far beyond basketball in 2026. The hardwood has drawn crowds, but the culture unfolded everywhere else.

From sneaker pop-ups to impact-driven pitch competitions, All-Star Weekend operated like a multi-day brand summit where sport, fashion, and community collided. Basketball is the foundation. Culture is the multiplier.

Hoops

NBA All-Star Weekend 2026 just wrapped up at the brand-new Intuit Dome in Inglewood, and it was a massive shift from previous years. The league debuted a high-stakes, four-team tournament format for the main event, and Ant-Man officially took over the throne.

The NBA ditched the traditional East vs. West game for a four-team mini-tournament (three All-Star teams and the winner of the Rising Stars Challenge):

• The Champion: Team USA Stars (led by Anthony Edwards and Tyrese Maxey) took the title, crushing Team USA Stripes (LeBron James, Kevin Durant, Kawhi Leonard) in the final with a score of 47-21.

• MVP: Anthony Edwards. He was the undisputed engine of the weekend, scoring 32 total points across the tournament. He hit a legendary clutch three to force overtime in the opening round and didn’t look back.

• The Vibe: The new format actually worked. Since the games were shorter and played to a target score, the intensity was higher than we’ve seen in years—though the veterans on Team Stripes clearly ran out of gas in the finale.

VJ Edgecombe, the Sixers rookie was the breakout story for the Rising Stars Challenge, scoring 17 points in the semi-final and hitting the game-winning free throws in a 25-24 nail-biter against Team Melo in the championship.

Culture

Adidas x Anthony Edwards @ ANTLAND

Anthony Edwards had a major weekend on and off the court. He was named NBA All-Star Game MVP after leading the USA Stars team to victory with standout production. In the new 3-team round-robin format, the USA Stars won 47–21 in the championship game, while Edwards posted MVP-level numbers, delivering leadership and crowd-energizing performance.

Anthony Edwards is also one of adidas Basketball’s marquee signature athletes, and All-Star Weekend served as a key marketing window for his brand visibility.

His ANTLAND activation included:

• Ultimate fan experience at L.A. Live featuring giveaways, a basketball court a,nd even laser tag.

• Adidas Basketball pop-ups and digital displays across LA.

• His signature line (AE series) was promoted through limited retail drops and in-store experiences.

This wasn’t just performance — it was positioning.

Luka Dončić continued to anchor Jordan Brand’s global presence, drawing international attention that extends far beyond the arena. Global stars like Luka amplify streaming numbers, merchandise sales, and digital engagement that turned All-Star into an international marketing vehicle.

Luka Dončić hosted the 77X World event during All-Star Weekend, a branded activation tied directly to his identity and jersey number. The event functioned as both a fan engagement platform and a global brand moment, reinforcing Luka’s international influence. Designed to connect basketball culture with Luka’s global fanbase, 77X World featured interactive elements, limited product visibility, and curated storytelling around Luka’s journey and global reach.

Shai Gilgeous-Alexander exemplified the NBA’s fashion-forward evolution. In today’s league, tunnel fits trend as quickly as highlights, and All-Star Weekend serves as a runway as much as a competition stage. SGA’s presence during All-Star Weekend was anchored by Converse’s activation centered around his SHAI 001 signature line. The brand created a dedicated lounge-style experience that highlighted Shai’s evolving footwear identity and fashion-forward influence.

The activation blended performance storytelling with lifestyle aesthetics, reinforcing Shai’s position at the intersection of basketball and high fashion. Known for his tunnel fits and luxury crossover appeal, Shai’s activation focused as much on style and cultural positioning as it did on product. It reinforced how athlete partnerships now extend into fashion influence, not just performance marketing.

Meanwhile, LaMelo Ball’s PUMA-backed energy represented the Gen Z lane of basketball culture. His signature line remains one of PUMA Basketball’s strongest youth-facing assets, proving that lifestyle influence now rivals stat lines in brand value.

The activation incorporated music, lifestyle elements, and interactive fan moments, aligning directly with LaMelo’s Gen Z appeal. Rather than centering solely on basketball performance, the space emphasized individuality, energy, and car culture – all pillars of LaMelo’s public persona. PUMA used the activation partner with the Fast & Furious brand to reinforce the strength of the MB signature line and its connection to younger consumers, positioning LaMelo as one of the league’s most culturally resonant athletes.

Foot Locker and other activations lined up exclusive releases and limited drops on sneakers via L.A. Live in Downtown Los Angeles. Nike also ran an SNKRS Maps Challenge around Los Angeles for All-Star Weekend, adding a unique city exploration element to the experiences. Retailers like Shoe Palace took over multiple LA locations with 21+ sneaker releases, immersing collaborations with Nike, adidas, Jordan, Puma, and New Balance into neighborhood-style pop-ups with music, art, and culture.

Crenshaw High School created a notable activation for the entire community, featuring an entire sneaker market.

Commerce

Beyond hoops, style, and sneakers, the NBA Foundation delivered one of the weekend’s most meaningful experiences. During All-Star weekend, the Foundation hosted its Pitch Competition, awarding $200,000 to Los Angeles-based entrepreneurs focused on economic mobility and workforce development. Since its launch, the Foundation has committed over $140 million in grants and supported more than 837,000 youth nationwide. In a weekend filled with flash, this initiative grounded the moment in long-term impact, proving that influence carries responsibility.

The NBA Foundation hosted one of the most meaningful non-game activations during All-Star Weekend in Los Angeles. The foundation brought community, creativity, and opportunity straight to LA with youth activations and the All-Star Pitch Competition, proving that basketball can uplift more than hardwood highlights.

The All-Star Pitch Competition took place on Feb. 12 at the Kia Forum, spotlighting seven LA-based entrepreneurs pitching ventures centered on social and economic mobility. A total of $200,000 in cash prizes was on the line, giving local founders funding and mentorship from influential business leaders connected to the NBA ecosystem.

The winner of the competition was Hamilton Perkins Collection, a manufacturing startup focused on sustainability by transforming hard-to-recycle plastics and textile waste into high-value materials and products. The first place prize was $100,000 to grow his business, scale production, and expand community impact. Perkins relocated his business from the East Coast to Los Angeles and has partnered with organizations like the Los Angeles Cleantech Incubator to refine and scale his processes. His pitch emphasized turning environmental challenges (like textile waste) into profitable solutions.

Why It Matters

• This competition aligns with the NBA Foundation’s broader mission: to expand economic opportunity for youth, entrepreneurs, and HBCU students.

• Since its inception, the Foundation has awarded more than $140 million in grants and partnered with 307 nonprofit orgs serving over 837,000 youth — including grants focused on workforce development, education, and mentorship programs.

All-Star Weekend energy was truly in full effect during the event with celebrity hosts such as Issa Rae, live music, and a Fireside chat from NBA Legend Joakim Noah. The event delivered the same high-energy atmosphere fans associate with NBA big-stage moments. This activation didn’t just promote basketball; it inspired business growth, career pathways, and community success, making it one of the weekend’s most impactful events. Read more about the competition here.