{"id":802393,"date":"2026-08-04T12:16:28","date_gmt":"2026-08-04T12:16:28","guid":{"rendered":"https:\/\/www.newsbeep.com\/us\/802393\/"},"modified":"2026-08-04T12:16:28","modified_gmt":"2026-08-04T12:16:28","slug":"top-brand-activations-from-wnba-all-star-weekend-2026","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us\/802393\/","title":{"rendered":"Top Brand Activations From WNBA All-Star Weekend 2026"},"content":{"rendered":"

CHICAGO\u2014Chicago became the center of women\u2019s basketball culture during WNBA All-Star Weekend July 23-25, drawing fans, athletes, creators, and brands together for a weekend focused not only on the game, but on the broader ecosystem surrounding it.<\/p>\n

As the league celebrated its 30th anniversary, brands used the moment to move beyond traditional sponsorship visibility, creating experiences designed around participation, personalization, and connection. Official activations at WNBA Live\u2014the fan fest inside McCormick Place<\/a>\u2014brought fans closer to the action through interactive brand experiences, while offsite activations across the city transformed venues into spaces for storytelling, shopping, hospitality, and fan engagement.<\/p>\n

From Google Pixel\u2019s technology-driven \u201cHoop Dreams\u201d experience and State Farm\u2019s fan-focused basketball moments at WNBA Live to TOGETHXR House, Complex Market, and Coach\u2019s citywide activations, here\u2019s how brands approached All-Star Weekend as an opportunity to create cultural moments around women\u2019s sports…<\/p>\n

Google Pixel at WNBA Live<\/p>\n

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At WNBA Live, the official fan festival held at McCormick Place, Google Pixel staged \u201cHoop Dreams,\u201d an immersive activation designed to showcase how technology can enhance the way fans experience basketball. Photo: Courtesy of Google<\/p>\n

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The space was set against a galaxy-inspired backdrop, with colorful hanging basketballs meant to resemble planets in orbit. Photo: Courtesy of Google<\/p>\n

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The activation featured The Dream Tunnel, where guests entered through an arena tunnel simulation complete with flashing lights, roaring crowd audio, and their name announced over the loudspeaker. Photo: Courtesy of Google<\/p>\n

AT&T Fan Experience<\/p>\n

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AT&T brought fans closer to the action with an outdoor activation at Pioneer Court designed to celebrate the WNBA\u2019s 30th anniversary and the athletes who have shaped the league\u2019s legacy. Here, fans could help unlock basket-driven donations of up to $150,000 for three Chicago small businesses. Photo: Jenna Lynn Photography, courtesy of AT&T<\/p>\n

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The experience featured interactive moments including a bag customization station, where fans could create personalized keepsakes inspired by Chicago and women\u2019s basketball. Photo: Jenna Lynn Photography, courtesy of AT&T<\/p>\n

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\u201cWe wanted to celebrate the women and all their accomplishments while keeping an eye to the future,\u201d said Andrea Wilson<\/a>, director of sponsorships and experiential marketing at AT&T. \u201cWe\u2019re bringing basketball to where the fans are.\u201d Photo: Jenna Lynn Photography, courtesy of AT&T<\/p>\n

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AT&T measured success through attendance, time spent in the space, customer engagement, and its ability to build long-term brand affinity. Photo: Jenna Lynn Photography, courtesy of AT&T<\/p>\n

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AT&T\u2019s presence at WNBA All-Star also focused on community programming that supports youth, expands access to basketball, and helps more people stay connected to the game. The company provided 200 devices to local youth to help ensure they have the connectivity needed for the upcoming school year and even hosted Jr. WNBA Day (pictured). Photo: Drew Ganyer, courtesy of AT&T<\/p>\n

Coach Tabby Truck Tour<\/p>\n

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During WNBA All-Star Weekend in Chicago, Coach extended its existing league partnership with experiential activations designed to engage fans through storytelling, customization, and personal expression. The activations were produced by Michigan-based experiential marketing agency Activate<\/a>. Photo: The Workmans<\/p>\n

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At the heart of the activation was the custom-built Tabby Truck (pictured), a life-size recreation of Coach’s iconic Tabby bag, where guests received personalized leather bookmarks hand-stamped by brand ambassadors. More than 2,200 custom leather bookmarks were created and distributed during the two-day activation. Photo: The Workmans<\/p>\n

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The experience featured a curated Book Nook, where guests could donate a favorite book or discover a new read, including Brittney Griner’s memoir Coming Home. Visitors also contributed to a collaborative Story Wall (pictured), responding to prompts about their own personal journeys and adding their reflections to a growing community art installation. Photo: The Workmans<\/p>\n

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Coach also hosted an intimate Story Session at Offshore Rooftop featuring Jordan Chiles, Lisa Leslie (pictured), and Azzi Fudd. The night\u2019s conversation centered on the evolving relationship between athletes and fans. Photo: The Workmans<\/p>\n

Chase Cashback Courts at Complex Market<\/p>\n

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Chase Freedom brought its Chase Cashback Courts activation to Complex Market at CineCity Studios during WNBA All-Star Weekend, creating a fan destination celebrating 30 years of women\u2019s basketball with the theme “Her Game. No Limits.” The experience\u2014produced by Think True<\/a>\u2014brought together vintage sports and streetwear vendors, live programming, athlete appearances, and interactive brand moments for fans, collectors, and tastemakers.<\/p>\n

The event featured appearances from A\u2019ja Wilson, Cynthia Cooper-Dyke, and JuJu Watkins, along with a live taping of Complex\u2019s Please Explain podcast. The programming explored topics spanning basketball, fashion, and personal identity, highlighting how today\u2019s athletes connect with fans beyond the court. Photo: Kurieo (Think True x Chase)<\/p>\n

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\u201cWe saw such success with ComplexCon over the years, but we still identified that there was a white space,\u201d said Michael Tresvant<\/a>, executive vice president of brand partnerships at Complex. \u201cThe market is really about people who are looking for collectibles and things that are more vintage or unique.\u201d Photo: Kurieo (Think True x Chase)<\/p>\n

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Programming highlights included these limited-edition Jeff Hamilton coaches jackets for attendees in an exclusive Chase Freedom Cardmember colorway. Photo: Kurieo (Think True x Chase)<\/p>\n

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The experience also featured interactive on-court competitions where fans competed for prizes, including WNBA All-Star tickets. Photo: Kurieo (Think True x Chase)<\/p>\n

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The Chicago activation brought together Complex\u2019s lifestyle perspective with Chase\u2019s focus on fan-first engagement, creating a space where basketball, commerce, and culture intersected. Tresvant said success was measured through consumer sentiment, engagement, and creating authentic moments that resonate with audiences. \u201cI think basketball lifestyle culture started here with Jordan,\u201d Tresvant said. \u201cThe WNBA being basketball at its core, and Complex being lifestyle at its core\u2014it\u2019s really a great convergence.\u201d Photo: Kurieo (Think True x Chase)<\/p>\n

Jordan Brand’s The One Finals<\/p>\n

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For this year’s WNBA All-Star Weekend, Jordan Brand produced a series of experiential activations centered around community, culture, and participation. Produced with Freehold Group<\/a>, The One Finals invited some of Chicago’s top female hoopers to compete for the title of “The One.” NBA champion and Jordan Brand athlete Jayson Tatum even surprised participants with an appearance, helping to celebrate and elevate the next generation of women’s basketball talent. Photo: Courtesy of Freehold Group<\/p>\n

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The activations for The One Finals took over Chicago’s historic Board of Trade building. Photo: Courtesy of Freehold Group<\/p>\n

State Farm at WNBA Live<\/p>\n

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At WNBA Live, State Farm created an interactive fan experience designed to bring attendees closer to the action. The brand hosted the State Farm Celeb 3-Point Contest, giving celebrities, athletes, and basketball personalities a chance to compete on the court alongside the \u201cJake from State Farm\u201d TV personality. The experience featured appearances from talent including Keke Palmer, Issa Rae, and WNBA stars Courtney Williams and Natisha Hiedeman of StudBudz. Photo: Courtesy of State Farm<\/p>\n

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\u201cThe inspiration for us is always the fans,\u201d said Megan Baumann<\/a>, marketing executive overseeing social and earned media at State Farm. \u201cWhat\u2019s going to matter to them, and what do they love about this game that we can help make really relevant in their world?\u201d Photo: Courtesy of State Farm<\/p>\n

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State Farm also invited fans to step into the game through \u201cThe Game Is Yours,\u201d an interactive experience featuring a custom LED court where attendees could take their own shots during All-Star Weekend. Photo: Courtesy of State Farm<\/p>\n

TOGETHXR House<\/p>\n

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During WNBA All-Star Weekend, TOGETHXR House created a central gathering space for fans, athletes, creators, and brand partners. \u201cWe took the impetus of women\u2019s sports\u2014where you get your merch, how you learn about the athletes\u2014and said, ‘Let\u2019s put it under one roof,’\u201d said Bailey Williamson<\/a>, senior vice president of partnerships at TOGETHXR. \u201cTOGETHXR House is the place to pull up. It\u2019s the place to do business. It\u2019s a place to hang out.\u201d Photo: Courtesy of TOGETHXR<\/p>\n

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Williamson said success was measured not only by attendance but by creating new connections between fans, brands, and women\u2019s sports. \u201cIt\u2019s the amount of people that walk away with an experience that they previously didn\u2019t have, and a moment that ties them to women\u2019s sports in a nontraditional way,\u201d she said. Photo: Courtesy of TOGETHXR<\/p>\n

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TOGETHXR House was also the place for big announcements, like Barbie teaming up with Reebok to debut the Angel Reese Barbie Signature doll and matching Angel Reese 1 Basketball Shoes. (Reese is also a co-owner of TOGETHXR). Inside the Angel Reese Dream Closet, fans could step into Reese’s world, strike a pose inside a life-size Barbie box, and get an up-close look at debuting products, including the Reebok shoes and Barbie doll. Photo: Courtesy of TOGETHXR<\/p>\n

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The TOGETHXR House experience also featured Aveeno\u2019s Scented Tunnel Walk, where the skincare brand brought its new Daily Moisturizing Sensitive Skin Scents collection to life. \u201cDuring TOGETHXR House in Chicago, the Aveeno Scented Tunnel Walk allowed guests to experience the new Aveeno Daily Moisturizing Sensitive Skin Scents collection through an immersive, sensory-first experience designed to celebrate skin care rituals while helping them learn how to confidently care for their skin, sensitive or not,\u201d said Kirsten Hurley<\/a>, head of commercial, U.S. Aveeno. Photo: Courtesy of TOGETHXR<\/p>\n

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The Aveeno experience invited guests to interact with the launch through personalized video moments, product sampling, and product education. The experience was part of Aveeno\u2019s ongoing partnership with TOGETHXR and featured appearances from athletes including Cameron Brink, Jordan Chiles, and Chiney Ogwumike (pictured). Photo: Courtesy of TOGETHXR<\/p>\n","protected":false},"excerpt":{"rendered":"CHICAGO\u2014Chicago became the center of women\u2019s basketball culture during WNBA All-Star Weekend July 23-25, drawing fans, athletes, creators,…\n","protected":false},"author":2,"featured_media":802394,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[73],"tags":[99,434],"class_list":["post-802393","post","type-post","status-publish","format-standard","has-post-thumbnail","category-wnba","tag-sports","tag-wnba"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/802393","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=802393"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/802393\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/802394"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=802393"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=802393"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=802393"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}