LOS ANGELES—As part of NBA All-Star weekend 2026, NBA Crossover transformed the Los Angeles Convention Center into a sprawling, culture-forward fan festival—one that went far beyond basketball.
Billed as the league’s “ultimate fan experience,” the four-day event took over more than 300,000 square feet Feb. 12-15, blending live games, music, creator programming, and pop culture moments under one roof. Fans moved between viewing parties, celebrity appearances, and festival-style zones like Hardwood Central, which doubled as a watch-party hub during marquee games at Intuit Dome and Kia Forum, complete with live commentary, giveaways, and performances including a courtside concert by Ludacris.
Photo: Courtesy of NBA
At the heart of the experience were more than 40 brand activations, each tapping into the NBA’s deep ties to art, fashion, music, and technology. From creator-led moments at NBA Creator Court to hands-on basketball programming at G League Park, the event offered brands a massive, highly engaged audience—and plenty of room to experiment with interactivity.
Below, we’re breaking down some standout booth and activation ideas from NBA Crossover that event and experiential marketers can steal for their own trade shows, fan festivals, and brand events.
DoorDash introduced a customization-focused activation centered on The Bag Lab, a hands-on booth built around the brand’s “In Your Bag” platform. The space was anchored by an oversize, sculptural DoorDash delivery bag that doubled as the booth’s entry point, creating a bold visual marker on the show floor. Inside, fans customized mini DoorDash bags with patches and team-inspired charms. Photo: Courtesy of NBA
’47 reimagined its hat customization experience as a full laundromat-themed buildout, complete with checkerboard flooring, front-loading “machines,” rolling laundry carts, and signage styled after a neighborhood wash-and-fold. The activation invited fans to customize ’47 Clean Up hats by choosing washes, patches, and embroidery, then watch the stitching process in real time. Photo: Courtesy of NBA
State Farm leaned into tech-driven gameplay with an interactive LED half-court designed to mirror the energy of an in-arena competition. The activation featured a responsive floor and back wall that adjusted shot distances based on selected skill levels—Rookie, Starter, or All-Star—visually shifting the court markings in real time. A bold red palette, illuminated lines, and oversize graphic backdrops helped define the space and guide crowd flow; there were also structured moments like a Celebrity 3-Point Contest and scheduled appearances. Photo: Courtesy of NBA
Nike partnered with LEGO and Kids Foot Locker on a space-themed play environment designed for younger fans. The activation was anchored by a circular, enclosed basketball court surrounded by netting, overhead lighting, and galaxy-inspired graphics. Kids could rotate through interactive games and play a basketball version of “SPACE,” Nike’s take on the classic playground game “HORSE.” The surrounding footprint extended the theme with LEGO minifigure photo moments, modular play elements, and branded display zones. Photo: Courtesy of NBA
Kendall-Jackson paired wine tasting with courtside-inspired design in a hospitality-forward booth. The activation included hardwood-style flooring, bench seating reminiscent of an NBA sideline, and a bottle display wall framed by mounted basketballs that doubled as a photo moment. A central tasting bar anchored the space, where guests sampled California Chardonnay, Sauvignon Blanc, and Cabernet Sauvignon. Photo: Courtesy of NBA
Google returned with a large-scale installation designed around the familiar form of a search query, translating its AI-powered search tools into a walk-through experience. The activation featured oversize text prompts, illuminated signage, and graphic wayfinding that guided guests through a series of informational displays and interactive photo moments tied to NBA-related questions and insights. Open truss structures, clean white surfaces, and bold typography gave the space a tech-forward look. Photo: Courtesy of NBA
CeraVe’s booth was designed to resemble a modern barbershop, complete with styling chairs, mirrored stations, and product-lined shelving framed by the brand’s signature blue-and-white palette. Guests could receive customized hairstyling, participate in brief dermatologist consultations, and pick up product samples, while a Polaroid photo area added a casual takeaway moment. Oversize product props and basketball accents helped the activation stand out on the show floor. Photo: Courtesy of NBA
Xfinity’s X Vault was designed as an immersive structure anchored by an oversize vault-door entry and a wraparound digital facade. Inside, the experience centered on large-scale screens, layered graphics, and interactive stations that highlighted NBA-related content and storytelling. Industrial materials, metallic finishes, and moody lighting gave the booth a high-tech feel. Photo: Courtesy of NBA
Ruffles built a game-focused activation centered on a branded trick-shot challenge, with a bold, graphic-heavy structure that framed the court-like play area. The booth featured oversize Ruffles signage, angular graphic panels in the brand’s signature colors, and integrated hoops that encouraged quick, repeat participation. Sampling stations were positioned alongside the gameplay area, allowing fans to snack while watching or waiting for their turn. Photo: Courtesy of NBA
The NBA named Joshua Vides its first-ever Artist-in-Residence for NBA Crossover, commissioning the artist to reimagine a trophy room–style installation using his signature black-and-white aesthetic. The space translated Vides’ graphic, comic book–inspired style into a walk-through environment featuring stylized walls, floor treatments, and display plinths showcasing NBA trophies. Photo: Courtesy of NBA
Topps built a court-centered activation designed around the visual language of trading cards and collecting culture. Oversize Topps card graphics were suspended above a central hardwood-style court, forming a circular canopy that drew attention to the space from across the show floor. Surrounding the court, a multi-panel story wall walked guests through the history and production of Topps Basketball, highlighting card types and design elements through large-scale graphics and physical displays. The footprint was anchored by “Center Court Live,” a central stage area that hosted live moments and demonstrations. Photo: Courtesy of NBA
Wilson presented a museum-style installation focused on the evolution of the basketball. The space was organized around a central gallery wall displaying historic and game-used balls. Surrounding zones invited guests to personalize a basketball, explore digital touchpoints, and browse limited-edition NBA All-Star merchandise. Photo: Courtesy of NBA
AT&T created a lounge-style footprint within Hardwood Central, designed as a place to pause between programming. The space featured soft seating arranged on a blue carpeted platform, charging stations integrated into high-top tables, and a Los Angeles-inspired graphic backdrop that doubled as a photo moment. Photo: Courtesy of NBA
The LA28 and Team USA footprint invited fans to engage with the upcoming Olympic Games. Anchored by oversize, suspended ball sculptures featuring Team USA, NBC, Peacock, and LA28 branding, the space included a “My Dream Team USA Starting Five” station where fans could build and share their own lineup. Additional touchpoints included Olympic-themed photo moments, branded merchandise displays, and a registration area for the LA28 Olympic ticket draw. Photo: Courtesy of NBA
Kia’s NBA Crossover activation was presented as the Kia Night Market, a space inspired by Los Angeles nightlife. The footprint combined interactive game stations with prize opportunities and giveaways, including a dedicated area for Kia owners through the Kia Club. A vehicle display featuring the all-new 2027 Telluride Hybrid and X-Pro was integrated into the activation, allowing fans to explore the models alongside the gameplay elements. Player appearances were scheduled throughout the weekend. Photo: Courtesy of NBA
Wingstop took a backstage approach with a lounge-style activation designed to support the NBA All-Star Concert Series. Tucked behind the main stage, the Wingstop Green Room was outfitted with plush seating, layered rugs, warm wood finishes, and low lighting, creating a relaxed, hospitality-driven environment away from the show floor. A textured wall installation of collapsed basketballs anchored the space, while a dedicated service area kept food and beverages flowing. Photo: Courtesy of NBA