The free exhibition is in partnership with basketball simulation game NBA 2K17 and Foot Locker, and is supported by Capital Xtra, sports news service GiveMeSport and headwear company New Era.
A first of its kind for the league, the exhibition will take place in Shoreditch from 28-30 October and will feature appearances by two-time NBA Most Valuable Player and NBA Legend Steve Nash.
NBA Crossover will use interactive exhibits, video and imagery to showcase the relationship between the league, its players and fashion, music, film and entertainment. Visitors will be able to journey back to the league’s early years and explore the many ways that the NBA has contributed to and been influenced by popular culture developments.
The exhibition will also feature a music area showcasing how basketball and the NBA have become synonymous with popular music and culture, influencing players and musicians alike. A dedicated fashion section will highlight how NBA players have become fashion trendsetters, regularly appearing on magazine covers and attending fashion shows around the world. Exhibits will also underline the game’s influence on film and celebrity, demonstrating how the NBA seamlessly merges sports and entertainment. Visitors will also be able to play the recently launched NBA 2K17 game.
NBA EMEA senior vice president and managing director Benjamin Morel said: "The relationship between the NBA and popular culture extends far beyond the court and appeals to casual and devoted fans alike. This exhibition will capture the many ways that the league and its player have influenced – and been influenced by – trends in fashion, music, entertainment and more."
Murray Pannell, 2K Sports EMEA vice president, publishing added: "NBA 2K is a key franchise in our portfolio, and we are excited to showcase how the title has evolved over the years and to give basketball fans the opportunity to get hands-on with the latest iteration, NBA 2K17."
NBA Crossover will be located at Kachette on Old St and will be open from 12-7 p.m.
In January, Marriott Rewards launched a branded bus in London as part of 'two days of fun' planned for its sponsorship of the NBA Global Games.
Comment below to let us know what you think.
For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.