Basketball fans flocked to Westfield London on Friday 10th and over the weekend for ‘NBA Crossover.’ The free exhibition brought the music, fashion, art and entertainment of the game to life, also offering fans had chance to meet NBA player John Collins. The NBA Crossover ran in partnership with Westfield London, Foot Locker and highly anticipated video game, NBA 2K19.
The event, created to showcase the convergence of the NBA and popular culture, took place at the leading retail and entertainment destination from 10-12th August. The immersive exhibition featured a section on ‘style’ and how players have become trendsetting fashion icons from the court to front covers and catwalks. Other dedicated zones highlighted the sport’s major influence on music, art, film and celebrity. Alongside enjoying virtual reality experiences, visitors also had the chance to have their photo taken with the iconic Larry O’Brien NBA Championship Trophy, currently held by San Francisco’s Golden State Warriors.
Myf Ryan, CMO Europe and Group Director of Brand and Strategic Marketing for Unibail-Rodamco-Westfield, said: “We’re thrilled to welcome basketball fans for NBA Crossover. Basketball is a sport that goes hand in hand with popular style, culture and entertainment – the very same things at the heart of our own expanding offer, and which make Westfield London the ideal destination for experiences like this.”