Foot Locker’s NBA All-Star Weekend 2025 experience was a massive, four-day, multi-brand activation merging community engagement, athletes, and premium product storytelling.

As part of the account and production teams, I supported across pre-production and on-site execution while assisting the showrunner in managing the event’s daily flow, programming, and cross-team communication.

The activation featured partnerships with Nike, Jordan, adidas, Converse, Anta, Puma, and more—all under one unified Foot Locker environment. With appearances from Jayson Tatum, Anthony Edwards, Sabrina Ionescu, Karl-Anthony Towns, Cade Cunningham, Buddy Hield, and others, the venue became one of ASW25’s top destinations, drawing lines around the block and selling out product daily.

Results / KPIs

● Social Impressions: Campaign content across Foot Locker, talent channels, and brand partners generated millions of combined impressions on Instagram (multiple reels across athlete + Foot Locker pages)

● Foot Traffic: Venue maintained line-wrapped foot traffic all weekend, resulting in full-capacity attendance daily

● Product Impact: Daily sellouts of exclusive drops due to demand and sustained lines

● Engagement: Talent appearances drove major spikes in social engagement across multiple platforms