Fashion > Star

NBA All-Star Weekend Has Become a Fashion Affair

7 monthes ago   |   By WWD

The NBA All-Star Game has become about way more than just basketball - and brands from luxury to food are tapping into it more than ever.
For one thing, the game is no longer just a game, but has become an entire weekend of events, activations, parties and more. The 2020 All-Star Weekend and 69th annual All-Star game in Chicago begins today and stretches through Sunday, when the actual game will be played.
But for companies and brands connected to the National Basketball Association, the game itself is almost an after thought. It's all the preliminary activities that matter, allowing them...
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