All-Star Weekend
At the Heart of Hoops Culture
We create brand moments that don’t just capture attention—they shape culture. Because in a world where relevance is everything, showing up in the right way, at the right time, makes all the difference.
For this year’s NBA All-Star Weekend, we teamed up with PUMA Group and Foot Locker to deliver three powerhouse activations—each built to ignite excitement, deepen brand connections, and celebrate the culture of the game.
FOOT LOCKER ALL-STAR WEEKEND 2025
Union Square
Foot Locker has long been the heart of sneaker culture. SGK brought that to life in The Bay for NBA All-Star Weekend 2025. It was the ultimate ASW experience for sneaker heads and basketball fans of all ages.
150 Powell Street near San Francisco’s Union Square was where fans could hoop, play games, win prizes, see NBA stars, and shop their favorite brands including Nike, Jordan, Adidas, Puma, Converse, ANTA, and more.
From campaign strategy, messaging, visual identity, retail design, experiential design, fabrication, event production, and more… this project demanded nothing short of our A game.
The results were lines around the block, incredible social activity, massive sales, and the cementing of Foot Locker as the undisputed leader in the category.
TURTLE LAIR FOR PUMA HOOPS NORTH AMERICA
PUMA x Foot Locker
The PUMA Hoops x Foot Locker “Turtle Lair” dropped fans straight into an epic hangout inspired by the Teenage Mutant Ninja Turtles. Part hideout, part hoop dream, the space was packed with ways to kick back, level up, and cop some new heat.
Fans could hit the gamers lounge to battle it out on Teenage Mutant Ninja Turtles: Shredder’s Revenge, a modern twist on the classic arcade game, or swing by the mutation station to score prizes. Shoes-in-ooze displays, and the ultimate “gear wall” gave everyone something to explore. Plus, fans could warm up their jumper on the branded pop-a-shot before taking on Krang’s court for some real competition.
The Turtle Lair wasn’t just about games and gear—it brought the star power too. Athletes Chris Brickley, Mac McClung, Jackie Young, and Jalen Rose stopped by for appearances, while fans got their chance to snap a photo with the Turtles themselves.
KRANG'S COURT & PIZZERIA FOR PUMA HOOPS GLOBAL
PUMA Pizzeria Pop-Up
Fans stepped right into the action at Krang’s Court — a pop-a-shot Battle for the Bay! Inspired by the world of TMNT and by one of the universe’s most iconic villains, Krang.
Surrounded by graffiti-tagged walls, shoes trapped in ooze, and Krang’s menacing laugh echoing through the space, players faced a 1v1 challenge to beat the clock and take down Krang. Top scores earned you a trip to the prize counter, where exclusive PUMA Hoops gear included the coveted MB.04s.
After the battle, fans could chill out at the Puma Pizzeria — a throwback to the most nostalgic NYC slice shops. A fusion of old-school New York vibes and new-school energy, the pizzeria served up pizza flavors inspired by each Turtle, complete with a branded menu board, a merch refrigerator, and a dedicated oven for every hero in a half shell. It was the perfect pit stop to refuel, recharge, and pose with your favorite TMNT turtle.
We partnered with Nowadays creative to bring to life the experience.
