Basketball fans flocked to Westfield London over the weekend for NBA Crossover – a free exhibition which brought the music, fashion, art and entertainment of the game to life. Fans also have the chance to meet NBA player John Collins.
The event, created to showcase the convergence of the NBA and popular culture, is taking place at the leading retail and entertainment destination from 10-12th August. Home to a growing number of retailers across high street and luxury fashion, it is a fitting location for an immersive exhibition featuring a section on ‘style’, with players becoming 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 have 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.”
Westfield London became the largest shopping centre in Europe following the launch of a £600m expansion earlier this year which included 740,000 sq. ft. of additional retail, dining, entertainment and leisure space. The destination is hosting a series of launches in the run-up to its 10th anniversary in October and Unibail-Rodamco-Westfield has predicted record growth in tourism this summer. The expansion of Westfield London launched on 20 March 2018, six months ahead of schedule. On completion, the centre will comprise 450 retail, dining and leisure outlets across 2.6m sq. ft. offering an enhanced customer experience. The retail and entertainment destination’s latest openings have included a 70,000 sq. ft. Primark and Europe’s largest Japanese food hall ‘Ichiba’. In 2017, Westfield London recorded an annual footfall of 27.5m and sales of £1.01bn.
NBA Crossover ran in partnership with Westfield London, Foot Locker and NBA 2K19. Agency Cake were behind the activation.