This week’s hot takes on hot topics in experiential marketing cover charitable hair flips, a cross-country scavenger hunt and “Death to Midlife.”

BEAUTY FANS FLIP THEIR HAIR FOR GLAMBOT SHOTS—AND CHARITY

If you watch a lot of red-carpet events, you’re probably familiar with GlamBOT director and celebrity whisperer Cole Walliser, who on Feb. 19 teamed up with K18 to give consumers their own time in the spotlight at an activation in NYC that aimed to break a Guinness World Record.

In support of longtime nonprofit partner HairToStay, the haircare brand took its viral Hair Flip Challenge to Grand Central Terminal, where it aimed to break the record for most hair-flip moments posted on TikTok and Instagram within 24 hours.

Beauty fans, creators and commuters were invited to stop by to get freshened up at glam stations, and pose for their GlamBOT shots, with Walliser and his red-carpet team there to direct and capture their “best hair moment.” Nearby, a roving K18 mascot and oversized hair mask bottle installation helped attract curious consumers.

In the end, K18 didn’t break any world records, but it did accomplish something far more important. For each hair-flip video posted, the brand contributed $20, ultimately donating $100,000 to HairToStay, which provides low-income cancer patients access to treatments that reduce hair loss caused by chemotherapy.

To boot, #HairFlipK18 generated 1.9 million social impressions, while 5,000 K18 hair masks were sampled on-site. That’s how you do hair and care.

Photo: Courtesy of K18

CORONA AND ITS ‘SUN TAGS’ HELP WORKERS RECLAIM THEIR LUNCH BREAKS

As Corona Cero makes a major push for global expansion, the non-alcoholic beer brand is reinforcing its relaxation-focused philosophy with a “Sun Tags” campaign. The new effort is aimed at helping city workers take back their lunch breaks and get some R&R by soaking up the sun, despite the looming buildings that block it.

Across four locations in Argentina, with subsequent launches planned for Japan and South Africa later this month, Corona has turned overlooked public spaces into sunny sanctuaries featuring branded, custom-built tables and resting apparatuses (Sun Tags) that can easily be adjoined to existing city structures, like public railings, staircases and lamp posts.

To help people find their whereabouts, Corona unveiled a microsite that maps out where the sun hits between 12 and 2 p.m., and shows the exact locations of its corresponding Sun Tags. Those who encounter one of the installations can scan its QR code and register to redeem a free Corona Cero at a nearby point of sale, bringing the refreshing lunch break concept full circle.

Photo: Courtesy of Corona Cero

WITH A PUBLIC FUNERAL, HONE HEALTH DECLARES ‘DEATH TO MIDLIFE’

As anyone who’s made it through middle school knows, words can be harmful. In that spirit, Hone Health has declared “Death to Midlife,” and any other outdated terms related to aging. RIP, “Past your prime.”

To drive the new campaign messaging home on Feb. 26, the telehealth brand, which provides services that support hormone health and longevity, hosted a funeral for “midlife” at New York’s Grand Central Terminal. The stunt follows Hone Health’s recent full-page ad in the Sunday edition of The New York Times calling for the symbolic death of the word “midlife.”

The activation encompassed an open casket that featured accents of Hone’s signature yellow hue; a “Bury a Word” station that invited consumers to toss away the age labels they want to see eradicated from the vernacular, like “senior moment”; stand-up comedy routines; a free juice “Shot of Life” that represented vitality; and branded educational touchpoints showcasing how hormones, stressors and metabolism shape the way people age.

The highlight, however, was a eulogy delivered by comedian Whitney Cummings, who did less mourning of passé language, and more roasting of “midlife” and its cohorts.

We’re not sorry for this loss.

Image credit: Hone Health

A NATIONWIDE SCAVENGER HUNT CELEBRATES THE 50^th SEASON OF ‘SURVIVOR’

Across its multidecade history, CBS’s “Survivor” has garnered fans from all walks of life, and to mark the show’s milestone 50^th season, the network on Jan. 30 launched the Survivor 50 Challenge, a coast-to-coast scavenger hunt that gave members of its widespread audience a chance to uncover “treasure” in their home state.

CBS placed a hidden immunity idol (an amulet from the show that can protect contestants from elimination) in a secret spot in all 50 states, and teased the locations via cryptic riddles and other mysterious puzzles and clues that had to be unraveled. As CBS News Colorado reported, residents discovered that their immunity idol was stowed in Castle Rock by solving a riddle that read:

“Not Manitou, but Just as Steep,
Where Wooden Steps in Silence Creep,
Beneath a Butte, a Castle’s Base,
This Hill Will Test Your Heart and Pace.”

As the challenge unfolded, other immunity idols were revealed to be located in places like a cave in Kentucky, a resort in Idaho, a hotel in New York and a park and preservation area in Arizona—and hundreds of people showed up in the locales for a shot at victory. Photo moments and appearances from past “Survivor” winners were also part of the activation in each state.

The contest wrapped just before the debut of “Survivor’s” 50^th season on Feb. 25. And for the grand prize, a winner and their guest will be flown to L.A. on May 20 with all expenses paid to view the live season finale of the show. Everyone else will have to watch from their couches. The tribe has spoken.

Photo credits: CBS; Tamarack Resort

LACTAID STIRS UP THE TASTE BUDS CAFÉ IN MANHATTAN

Who says lactose drinkers get to have all of the café fun? With a new line of lactose-free creamers to promote, Lactaid on Feb. 12 hosted the Taste Buds Café experience in NYC to offer consumers a sip of its latest product innovation. Because if you want to earn New Yorkers’ attention, you might as well start with a free cup of caffeine.

The pop-up spanned hands-on tastings, cold-brew flights featuring drinks with foam art; a claw machine game; a charm bar; curated photo moments, including with an oversized creamer bottle; and an appearance by comedian and brand partner Hannah Berner. Bottoms up. (Agency: Dera Lee Productions)

More from The Brief:

• The Brief: Clean Machines and Gummy Bars
• The Brief: Drive-Thru Pit Stops and Traveling Basecamps

The post The Brief: Hair Flips and Word Burials appeared first on Event Marketer.

This week’s hot takes on hot topics in experiential marketing cover Clean Machines, glam trucks and the Gimme Gummy Bar.

BEAUTY FANS BELLY UP TO THE GIMME GUMMY BAR IN L.A.

Surviving the news cycles this year has felt more like an Olympic sport than anything that happened at Milano-Cortina 2026.

It’s no wonder, then, that the “Gimme Gummy” trend, an ASMR-inspired aesthetic defined by its flexible textures, glossy finishes, rubberized details and tactile nature, was a top trend in the 2026 Pinterest Predicts report. While driven by Gen Z, the trend signals a broader consumer shift towards creature comforts, customization and sensory play, as consumers respond to overstimulation and trend fatigue.

And NYX Professional Makeup wasted no time getting beauty fans hyped for Gimme Gummy as a key 2026 beauty theme with the two-day Gimme Gummy Bar. Together with Pinterest, the brand from Feb. 20-21 hosted an activation in L.A. that not only offered some serious experience-design eye candy, but gave consumers a hands-on, customizable experience steeped in the trend.

Attendees crafted personalized bag charms at the Chewy Charm bar, sampled NYX’s newly launched Jelly Job lip gloss products, snapped photos in curated settings and indulged in sweet treats at a gummy candy bar. Lip gloss and gummy bears? Take all of our money. (Agency: NVE Experience Agency)

Photos: Courtesy of Pinterest

CREATORS TAKE THE SPOTLIGHT AT TIKTOK’S GLOBAL LIVE FEST

Influencers live in a whole realm of their own. Look no further than TikTok’s Global Live Fest, an annual event dedicated to celebrating the achievements of top creators (and their communities) on TikTok Live, a feature that allows users over the age of 18 with 1,000-plus followers to interact with their communities in real time via livestreams. Following a series of in-app creator competitions, Global Live Fest serves as the yearly culmination of a tastemaker showdown.

This year’s event, hosted Feb. 12 at Planet Hollywood in Las Vegas, attracted more than 600 creators from 45 countries—not to mention the 4 million people who tuned into the live broadcast—for a conference and awards show that shined a light on the best of TikTok Live creator content and community interactions from the past year.

Multi-hyphenate actress and entrepreneur Keke Palmer served as the evening’s lively host, while singer Demi Lovato gave a closing performance featuring some of her biggest hits, plus tracks from her newest album.

But that’s not all, folks. The festivities actually got started ahead of Global Live Fest on Feb. 9 with Regional Live Fest, an event for U.S.-based TikTok Live creators held at Area15 in Vegas that featured an appearance by dj Steve Aoki, who received the Entertainment Live of the Year Award.

Beyond Vegas, TikTok hosted nine regional Live Fest events around the world, from Dubai to Rome to Seoul, honoring the impact of creators on their respective follower communities. (Agency: Seen Presents)

Photo credit: Seen Presents

SEPHORA AND TNT SPORTS DELIVER GLOW-UPS ON THE GLAM ROOM BUS TOUR

Alternative sports leagues are gaining traction, and the savviest of brands are making moves to capitalize on the properties’ growing fandoms.

Take Sephora and TNT Sports, official partners of Unrivaled, a professional 3 vs. 3 women’s basketball league founded by two WNBA stars. As part of the sponsorship, the brands on Feb. 20 launched the Glam Room Bus Tour, a mobile experience that brings the permanent Sephora Glam Room located at Unrivaled’s Miami headquarters directly to fans around South Florida.

The tour’s custom-built, glass-paneled mobile unit is packed with activities that span pro beauty stations, product sampling, personalized services, exclusive giveaways and curated photo ops, allowing fans to get the player treatment for a day.

As part of the campaign, the brands are also crafting opportunities for behind-the-scenes coverage from the tour to be included in TNT Sports’ Unrivaled broadcast coverage, and Bleacher Report social platforms.

From Sephora Arena to the University of Miami, the co-branded Glam Room Bus Tour will hit a variety of locations through the remainder of the league’s 2026 season, which wraps on March 4. Talk about an alley-oop. (Agency: Digitas)

Photo: Courtesy of Sephora

SEEING IS BELIEVING INSIDE CASCADE’S LARGER-THAN-LIFE DISHWASHER

Have you ever wondered what it would be like to step inside your dishwasher? Nope, us neither.

But we have to say, many of the influencers who walked through Cascade’s “Clean Machine” experience at the Florida State Fair (Feb. 14-15) genuinely seemed to enjoy it. And the sensory installation wasn’t a one-off endeavor. Rather, the dishwasher detergent brand is rolling out a full Clean Machine tour that is slated to make stops across the U.S. this year.

In an effort to “unshroud the mystery” of what happens inside a dishwasher when its Platinum Plus product kicks in, Cascade is inviting consumers to step into the interior of a larger-than-life dishwasher to watch a full cycle powered by the product, and the science behind it. The experience comes to life through large screens that offer close-up views of the process, along with oversized dishwasher-rack installations filled with dishes, mugs and pans.

Beyond the Clean Machine, consumers at the State Fair could snap photos with giant props, enter to win a new GE Profile dishwasher, play a Spin the Plate game to score Cascade samples and swag, like water bottles and sweatshirts, and even meet Reggie the Repairman, the star of the brand’s newest tv campaign, who was available to answer any burning dishwashing questions.

Image: Courtesy of Procter & Gamble

LANEIGE LINKS PRODUCTS WITH PLAYLISTS AT ITS POP-UP BEAUTY STUDIO

Competition among beauty brands is fierce, but Laneige was well-equipped for the mindshare battle from Feb. 5-6 as it celebrated the launch of the JuicePop Box Lip Tint in NYC with a personalized, music-driven activation dubbed the JuicePop Box Studio.

The pop-up gave visitors a chance to explore eight Lip Tint shades through the lens of music via a sensory journey that matched each tint with its own genre and playlist. The idea? To make finding a new shade as exciting as finding your next favorite song. And music was woven throughout the experience, right down to playlist prompts at the brand’s dedicated shade stations.

The space also operated as a content studio, with plenty of shareable design elements on hand, from a record wall to oversized product installations, that begged to be captured. A traditional photo booth that yielded physical prints was also in the mix, along with branded refreshments and skincare giveaways. Juicy. (Agency: CNC Agency)

Photo credit: CNC Agency

More from The Brief:

• The Brief: Drive-Thru Pit Stops and Traveling Basecamps
• Watch: January 2026 Experiential News Commentary

The post The Brief: Clean Machines and Gummy Bars appeared first on Event Marketer.

Most consumers engage in these practices for entertainment, but younger adults, especially women, are more likely to believe in astrology. Spiritual communities are also thriving on social media, with predictions spiking on recent global events and Etsy witches becoming a cultural phenomenon. Let’s take a look at what’s been written in the cards lately in experiential.

An Animatronic Teyana Taylor Reads NYC Commuters’ Fortunes

Netflix kicked off 2026 with one question, “What next?” As part of the Discover Your Future campaign, it launched the online Netflix Tarot experience, offering users a clickable, personalized reading of three movies and series to add to their new year watchlist.

Bringing the experience IRL, Netflix took over Vanderbilt Hall inside NYC’s Grand Central Terminal, from Jan. 12-14, with a 12-foot-tall animatronic version of actress Teyana Taylor. The fortune teller interacted with commuters and provided personalized content recommendations for new series and films debuting on the platform this year. Fans then received a limited-edition deck of custom, Netflix-title-inspired tarot cards.

Pandora Brings an Astrocartographer to the Talisman Experience

For the debut of its Talisman Collection, inspired by ancient coins and inscribed with Latin mantras, Pandora took over The Grove’s Glass Box in L.A. in October, wrapping it in pink walls and oversized charms. The Talisman Experience leaned into astrology and intentionality, inviting attendees to discover their “Words to Live By” during a personalized session with Pandora’s Astrocartographer. A touchscreen quiz matched them with a Talisman, and henna tattoo artists inscribed phrases from their personal Talisman on their arms.

The ‘Giniverse’ Comes to Life with Cosmic Portals and Curiosities

Hendrick’s Gin activated the Time Traveler’s Tavern mega-bar experience at last year’s Tales of the Cocktail conference in New Orleans, and costumed character actors brought the brand’s whimsical “Giniverse” to life, taking attendees from the Western-inspired Tropic Saloon to the Sleepeasy Speakeasy to a Hendrick’s-themed carnival, where a tarot card reader was on hand to continue the interdimensional journey.

We’re manifesting more divine fortune-telling touchpoints in experiential campaigns.

Photo credits: Courtesy of Netflix; Courtesy of Pandora

Related:

• Experiential Marketing Trend of the Week: Mountaintop Activations
• Experiential Marketing Trend of the Week: Push Buttons

The post Experiential Marketing Trend of the Week: Tarot Card Readings appeared first on Event Marketer.

CROWN ROYAL’S MARQUIS MOMENTS

Crown Royal Marquis unveiled a nationwide “Marquis Moments” campaign during NYFW 2026 with a pop-up event on Feb. 11 that paid homage to nightlife culture. The experience marked the kickoff of the multicity Soulection Tour, an event series that’s celebrating 15 years of artist collective Soulection, and its contributions to global music culture.

Crown got the evening started with a co-branded capsule drop hosted in collaboration with fashion label Purple Brand at the retailer’s SoHo location. Then, it was on to late-night eatery Scarr’s Pizza. Along the way, a few blocks from the restaurant, the window displays of an electronics store were taken over with old-school TVs, each bearing the Crown Royal Marquis name and logo to tease the pop-up.

At Scarr’s, Crown had completely transformed the space into a mini branded nightclub featuring Crown Royal Marquis cocktails, surprise dj sets from Soulection founder Joe Kay and producer Chase B, and plenty of slices of za served in custom boxes.

Upcoming Soulection Tour stops include Los Angeles, Houston and Chicago, with more planned throughout the year. Each event is designed to “reflect the spontaneity of nightlife” and the dj community. (Agency: This & That)

Photos: Courtesy of Crown Royal Marquis

IDAHO POTATO COMMISSION’S HAUTE POTATO COLLECTION

In recent years, we’ve seen Goldfish crackers encased in a glass purse and a Hidden Valley Ranch apparel collection enter the NYFW chat. This year, it was the Idaho Potato Commission’s (IPC) time to shine.

The organization took over part of NYC’s Grand Central Terminal on Feb. 11 to deliver a pop-up runway show that had models donning its Haute Potato Collection, a real-deal clothing line that encompasses gowns, suits and “architectural details”—and is entirely fashioned from burlap Idaho potato sacks.

It seems the IPC took its style cues from Marilyn Monroe, who famously wore an Idaho potato sack in 1951. Flash-forward 75 years, and the very same material returned to the runway, this time reimagined by Idaho-born designer Cartier Dior Eliasen.

Beyond the catwalk, the organization, in partnership with Grand Brasserie, served up innovative, Idaho potato-centric hors d’oeuvres that underscored the clothing collection’s themes of craft and origin.

The activation, however, wasn’t just a splashy stunt; it was designed to boost awareness of No Kid Hungry, a national campaign working to end childhood hunger. To that end, the IPC auctioned off select dresses from the new line and donated the proceeds to the nonprofit.

Photo: Courtesy of the Idaho Potato Commission

JINX’S PURRFECT MATCH

To launch its new cat food line, Jinx took advantage of the overlap between NYFW and Valentine’s Day with The Purrfect Match, an invite-only event in NYC hosted in collaboration with global creator Tinx.

The strategy was derived from the cultural insight that cat ownership is often viewed as the “ultimate” green flag in the dating world, with touchpoints to match. Like custom Green Flag/Red Flag scratch-off cards that revealed playful dating and personality traits through the eyes of a feline.

There was also the Kitty Corner, where attendees could play with rescue kittens from Animal Haven NYC. Those who spent time with the kittens scored a “Green Flag Certified” card, while anyone who adopted a kitty was gifted a free year’s supply of Jinx cat food.

Other highlights spanned an Illustration Station offering personalized live portraits of attendees’ pets; a roaming Lint Roller Attendant; a fashion-centric Kitty Klaw claw machine; and a pool table transformed into a product installation with nods to cat parenthood, from perch structures to allergy meds and bandages styled in brass bowls to branded matchboxes to a three-tiered cake. (Agencies: Sterling Social, production; PR Dept Inc. and Manifest, p.r.)

Photo credits: Middle Grey Studios; BFA

L’AGENCE X GOOGLE’S DREAM CLOSET

Women’s fashion brand L’Agence is a NYFW veteran, and for 2026, the company upped the ante through a partnership with Google. With the help of Google’s generative AI try-on tool, the brand on Feb 11 activated a futuristic “dream closet” experience that merged fashion, tech and commerce, and helped take the guesswork out of shopping for the editors and creators in attendance.

In a sleek, white and gold environment, attendees were invited to use the virtual try-on tech to upload a photo of themselves, and virtually experience 10 looks from L’Agence’s Fall ’26 Presentation in real time, and pre-order items on the brand’s website.

According to a statement from L’Agence ceo Jonny Saven, “Today, fashion is about how a woman experiences a brand, not just the product itself… By incorporating AI-powered virtual try on with our Fall 2026 launch, we’re turning inspiration into something immediate, personal and interactive.”

Photo credit: Madison McGaw/BFA

NUDESTIX CAFÉ

The beauty-themed café trend is still going strong, and Nudestix tapped into the approach on Feb. 11 for NYFW with the Nudestix Café pop-up at Fellini Coffee in the West Village. In the morning, the space was open to influencers and media, who were treated to breakfast, touch-ups and a masterclass by celebrity makeup artist Brittany Whitfield, in partnership with Ulta.

The café was then open to the public, with the first 50 people to arrive on-site scoring two Nudestix Blush Tint shades. Those who stopped by could try a limited-edition Nudestix “Sweet Cheeks Pollen” coffee beverage, and anyone who purchased a Fellini drink and signed up to be part of the Nudestix community walked away with one free Blush Tint.

TARGET’S SPRING BEAUTY STUDIO

Target has unleashed its largest spring beauty rollout to date, with nearly 3,000 new products and 60-plus new brands for consumers to explore. So to celebrate and showcase what’s next in the space, the brand hosted the Target Spring Beauty Studio experience on Feb. 11 at its concept store in SoHo.

The activation was part education, part hands-on discovery, with dedicated vignettes and touchpoints spanning expert-led beauty sessions, professional touch-up bars and trend-forward fashion showcases. Attendees could stop at the Your Aura Touch-Up Bar for quick, upscale beauty refreshes provided by celebrity makeup artists, hair stylists and fashion pros who helped participants find the right palette to complement everything from their makeup to their jewelry.

There were also live demos, during which experts, like the ceo and founder of Camille Rose, demonstrated beauty techniques and illustrated how their products enhance hair texture, skin and glow. In addition, the Broadway Beauty Bar featured launches across makeup, hair, skin and fragrance, and now sits permanently at Target’s SoHo location.

Rounding things out was a fashion showcase on spring trends hosted by Cosmopolitan’s Julee Wilson, and Kahlana Barfield Brown, founder and designer of KBB by KAHLANA, who, during the event, debuted her style edit, which will live at Target SoHo.

Photo credit: Bryan Bedder & Ilya Savenok/Getty Images

SENSODYNE’S BRANDED LOUNGE AND RESTROOM  

To celebrate both NYFW and The Cut’s Spring Fashion Issue, editor-in-chief Lindsay Peoples hosted a pop-up experience on Feb. 12 at The Blond featuring Sensodyne as the event’s sponsor, and dj duo The Misshapes as the evening’s performers. 

Having just launched its Clinical Repair toothpaste, designed to repair sensitive teeth, Sensodyne leveraged its sponsorship to hype the new product. For one, the brand provided a “repair and reset” lounge featuring soft lighting and music, an ice sculpture, calming visual projections and signature cocktails and mocktails that gave attendees a reprieve from the party atmosphere.

Sensodyne could also be found in the restroom. The branded environment offered another touchpoint that promoted the toothpaste via samples, mirror and wall decals, attendants distributing hot towels, and other surprise-and-delight moments. (Agency: C. O’Neil Productions)

Photo credit: BFA

TRESEMMÉ’S A-LIST SALON

Longstanding NYFW partner TRESemmé took a more extended approach to the event than other brands, popping up for six full days in SoHo from Feb. 11-16 with the A-List Salon. While the appointment-only experience was mostly available to media and influencers for complimentary hair-styling, the brand also opened up the activation to consumers for the day on Feb. 14.

Those who visited the upscale black and gold space were treated to hair touch-ups with the brand’s A-List Collection, NYFW-inspired photo moments, gourmet hot chocolate and TRESemmé giveaways. Ooh la la. (Agency: Mirror NYC)

Photo credit: Eduardo Perez

VITAL PROTEINS’ DINER

The countless makeup artists, hair stylists, estheticians, nail techs and backstage crews that make Fashion Week runway shows possible tend to run on fumes as early mornings and late nights are a standard part of the gig. So to keep the behind-the-scenes teams fueled up, Vital Proteins activated The Vital Diner pop-up from Feb. 10-11, and leveraged a partnership with mega-star makeup artist Patrick Ta.

The Vital Diner was open to the public, with seating available on a first-come, first-served basis. Fashion Week professionals, however, scored expedited entry. And with its collection of collagen powders that blur the lines between beauty and wellness, the brand was well positioned to make its mark on NYFW insiders and consumers.

The free, sit-down dining experience was anchored by a full menu of elevated, diner-inspired items infused with Vital Proteins’ Collagen Peptides (think: Haute Lattes, Power Stack Pancakes and Avo-Aesthetic Toast). And with the products’ promise to help users “look, move and feel their best,” the brand was able to clearly map back to its goal of keeping backstage Fashion Week crews on their A-game.

Beyond the f&b, the diner experience featured the Vital Photobooth, the Power-Up Powder Room for quick glam touch-ups and the space to reset and recharge.

The partnership with Ta came to life through a custom “BE GOOD” smoothie served up at the diner that embodied his “glow ethos,” as well as a VIP event at the diner hosted by the makeup artist. (Agency: CNC Agency)

Photo credit: Luis Antonio Ruiz

From the NYFW Archives:

• 10 NYFW 2025 Activations: Tailgates, Bodegas and AI Newsstands
• NYFW 2025: How Non-endemic Brands are Crashing the Runway

The post How Brands Swapped the Runway for Pop-up Events During New York Fashion Week appeared first on Event Marketer.

On the ground, basketball fans turned out in Los Angeles, Feb. 12-15, to catch NBA All-Star’s first-time USA vs. The World format, see their favorite players in action and celebrate the sport at NBA Crossover, the NBA’s All-Star fan experience. Brands took over the L.A. Convention Center and surrounding venues with basketball games, photo ops, bars, exclusive merch, watch parties and appearances by NBA players and legends. Let’s explore nine activations that lived up to the revamped weekend’s “Awe-Star” hype.

American Express

Ahead of the All-Star weekend, American Express and the NBA announced they renewed their long-standing partnership, which spans the NBA, WNBA and NBA G League. To kick off the multiyear extension, the brand activated The American Express x Fanatics Real Vintage Vault in Venice, CA, on Feb. 13-14. The Vault offered limited-edition, vintage NBA merchandise—like jackets, sweatshirts, hoodies and t-shirts—for purchase, and attendees could peruse a display of NBA memorabilia and create personalized posters.

In addition to priority entry and complimentary giveaways, Amex card members could register with up to three guests each to attend a meet-and-greet with an NBA player, including Norman Powell of the Miami Heat and Stephon Castle of the San Antonio Spurs. For fans not at NBA All-Star, the Fanatics Real Vintage Collection was available to shop online through Feb. 15.

Photo credit: Jones Crow for American Express

ANTA

For one day only, on Feb. 15, Santa Monica Pier’s Pacific Park became ANTALAND, hosted by sportswear brand ANTA and Kyrie Irving of the Dallas Mavericks. There, families and basketball fans played carnival-style game stations, including pop-a-shot basketball, a ring toss and a branded prize wheel. Exclusive ANTA merch was available for purchase at a pop-up shop, and celebrity guests made appearances. (Agency: Team Epiphany)

Photo credits: Vicente Corona; Samiee Valdivia

AT&T

Returning as title partner of the Slam Dunk Contest, AT&T activated several fan touchpoints throughout NBA All-Star weekend. At NBA Crossover, AT&T hosted a lounge space within Hardwood Central, where attendees could charge their phones, relax on one of the couches or take photos with a custom branded, L.A.-inspired backdrop.

The brand debuted AT&T Dunk District, a pop-up destination at the Venice Beach basketball courts. The footprint included a Phone Case Customization Station, Free Play Basketball Court, the ShaiT&T fashion hub spotlighting merch from local artists, and an XSET-produced IRL livestream experience featuring a 2v2 basketball competition.

The centerpiece was the Dunk Bus that featured motorized hoops, NBA 2K gaming stations and a digital postcard wall that shared a collective fan story. Learn more about the traveling activation on wheels in our case study.

Photo credit: Jenna Fernandez for AT&T

DoorDash

DoorDash took its “In Your Bag” campaign to new heights at NBA Crossover by popping up a giant version of its signature red to-go bag that fans could enter to design their own unique mini bags at The Bag Lab customization experience. NBA stars Tyrese Maxey, Rip Hamilton and Stephon Castle arrived to customize bags and meet fans. (Agency: WPP Media Sports & Entertainment)

Photo: Courtesy of WPP Media Sports & Entertainment

Google

Google invited NBA Crossover fans to “ask anything about the game” at The Search Bar. Google Search’s AI Mode was translated into an art gallery-inspired space with larger-than-life installations, like a jelly mold, marble player statue, hanging Wilson rock, painting of a basketball game scene and concrete-block hoops setup. Upon entering the space, attendees received a small crossword puzzle, and at each exhibit, they had to find a keyword—such as JELLY, ROCK and AIMODE—to complete the puzzle and receive a giveaway.

Using AI Mode, participants could discover insights on basketball, players and the league, and then they could vote for their pick to win the NBA All-Star game, USA or the World, in an experience themed to Google’s iconic “I’m Feeling Lucky” button. A winner was chosen on Sunday and awarded the grand prize. Google also took The Search Bar to the streets of L.A. with the Mobile Search Bar, in the form of a custom limousine. (Agency: Hi-Vis)

Photos: Courtesy of Google

Kendall-Jackson

Official Wine Partner of the NBA, Kendall-Jackson engaged NBA Crossover attendees with curated wine tastings, photo moments on a branded court, live music, athlete appearances and panel discussions. NBA legends and players Carlos Boozer, Jaime Jaquez Jr., Gabe Vincent and Festus Ezeli, as well as Marc Spears, senior NBA writer for Andscape, stopped by the booth. (Agency: JetFuel)

Photo credit: Cristian Lopez

Lobos 1707 Tequila & Mezcal

Beneath the Sixth Street Bridge, Lobos 1707 Tequila & Mezcal brought to life a Ranch activation, highlighting its Premium West brand. As part of Complex Market, the Ranch encouraged attendees to play pool, Booray card games and ring toss challenges, as well as enjoy merch giveaways and signature Ranch Water and Espresso Martini cocktails made with Lobos 1707’s Pedro Ximénez Sherry tequila. A standout moment, the Compton Cowboys rode in on horseback, underscoring the Western aesthetic.

Photos: Courtesy of Lobos 1707 Tequila & Mezcal

Nike’s Jordan Brand

The iconic brand by Michael Jordan and Nike went for a citywide experiential footprint that included eight retail space takeovers and a standalone Jordan Brand House in Inglewood, CA. The pop-up continued the Jumpman Genie campaign starring Niecy Nash from the Grammys and Super Bowl LX, and featured a custom Jordan Brand “Genie 23” Pontiac on display, a basketball court, a dj and shoe drops. The campaign’s centerpiece was a giant, illuminated cutout of the Jumpman logo that rolled around L.A. on a tractor-trailer. (Agency: Freehold Group)

Photos: Courtesy of Freehold Group

State Farm

This year, State Farm became the official sponsor of the 3-Point Contest at NBA All-Star Saturday Night and gifted a custom, one-of-one Jeff Hamilton jacket to the winner, Damian Lillard of the Portland Trail Blazers.

Its NBA Crossover activation gave fans a chance to shoot their own shot on an LED court, where they could choose from difficulty levels like Rookie, Pro or All-Star. The inclusive court automatically scaled up and down, changing in size, based on the age and abilities of participants. The brand hosted its own celebrity 3-Point Contest in the booth on Feb. 13 with “assister” Jake from State Farm, Druski, Jared McCain, Nigel Sylvester, Caleb Williams, Richard Jefferson and PlaqueBoyMax.

Photos: Courtesy of State Farm

The post NBA All-Star 2026: Vaults, Giant To-Go Bags, an ‘AI Mode’ Gallery and a Rolling Logo appeared first on Event Marketer.