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Welcome to Part 2 this week’s edition of The Baseline!

Earlier this week, I shared the marketing blueprint at NBA All-Star Weekend and today I’ll share the roundup of everything you missed.

Let’s get right into it…

FAST BREAK

Here’s what you missed this week:

✅ Nike and Jordan Brand took over the entire city with a full slate of exclusive product drops, brand activations, athlete appearances, community moments, parties and more.

🥽 Jesser joined Adam Silver, Cooper Flagg, and Kon Knueppel on stage at the NBA’s Tech Summit to debut the league's newest POV Mode that's in development.

🐜 adidas Basketball and Anthony Edwards built an immersive AntLAnd experience, as they dropped his new Hellstar collaboration, as part of Foot Locker’s Takeover event.

💔 Luka Doncic’s 77x World hosted their first ever brand activation as fans got to experience trick shots, exclusive merch, and giveaways at the first ever Lil Luka’s Heartbreak Factory.

🧃 Stephen Curry brought PLEZI, his new film GOAT, and creators like Quincy Helsel to the Santa Monica Pier for a day of fun and games.

🎧 Bose and Plaqueboymax streamed the entire weekend at the BOSE House with special guests like Lil Yachty, Chris Brickley, Jared McCain, Jaren Jackson and more.

🐰 Before the NBA All-Star Weekend, Mac McClung and VKTRY announced that he would not be participating in this year’s NBA Dunk Contest. Instead, he chose to reveal his four never-before-seen dunks right after the dunk contest ended.

🏀 adidas Basketball hosted their creator adidas Showdown with teams led by captains Cam Wilder, Ray Asian Boy, YourRage, and Matt Kiatipis.

🍫 Converse Hoops and Shai Gilgeous-Alexander dropped the new SHAI 001 LUX: Truffle sneaker at The Shai Lounge pop-up.

☎️ AT&T brought their traveling Dunk District experience to Venice Beach as they partnered with The Next Chapter, SGA and others on exclusive merch drops and fan programming.

🎙️ NBA player-led podcasts like All The Smoke (Matt Barnes), Club 520 (Jeff Teague), Ball in the Family (Lonzo Ball), and The Dawg Talk (KCP) hosted live shows at various events throughout the city.

🌴 New Balance Basketball brought out Rich Paul and their basketball athletes, such as Kawhi Leonard and the newest LA Clipper, Darius Garland, for some local community runs and basketball programming at Lafayette Park.

🎡 Kyrie Irving and Anta transformed the Santa Monica Pier into ANTALAND, offering access to consumers who made a purchase at their new Beverly Hills Anta flagship store.

🔎 Google created a unique AI Mode experience with immersive sculptures and buildouts to share the search results for basketball’s most searched terms.

🏷️ Jaylen Brown had his 7uice Foundation All-Star Weekend event shut down by Beverly Hills police, but then ended the weekend by auctioning off his game-worn shoes in partnership with eBay, with all proceeds going to his 7uice Foundation.

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THE POINT FORWARD

This is the section of our newsletter where I point out one thing worth sharing with someone in your network—whether it’s a job, a resource, or just an idea or inspiration.

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Someone just shared this new iOS feature with me, and I’ve found it to be super useful so far and hopefully, you do too!

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POST-GAME

Thanks for reading—I’ll see you back here next week!

And if you enjoyed reading today’s newsletter, please share it with one friend.

- Jeff Chen | 🏀💡👨🏻‍💻