NBA Jam ‘Enjoy It Like Its 1993’

Michelob ULTRA brings superior enjoyment back to where it all began — NBA Jam in 1993.

The internet changed the league forever.

Fans were given access to a side of their favorite athletes that they’d never seen before. But this wasn’t always the case. In the 90’s the NBA was about the game, and the athletes were shown on-the-court only. Sports media just didn’t cover the off-the-court fun like they do today.

So we partnered with a video game that brought enjoyment to millions in the 90s, and activated throughout All-Star Weekend, bringing Superior 90’s enjoyment to basketball fans.

We released a 16-bit animated film showing fans what happens after an NBA Jam game for the first time.

We opened a 1993 barcade in Cleveland that took fans back to 1993, with 90’s legend appearances from the players in our film, and shows by 90’s iconic artists like Fat Joe.

We dropped a limited run ‘Time Capsule Collection’ clothing line that made Complex’s ‘Hottest Drops of All-Star Weekend’ and featured unique items like a custom-made $30K TraxNYC chain designed by WKNY exclusively for the collab.

Michelob ULTRA x Tinker Hatfield ‘Not For Sale’

In Cleveland for All-Star Weekened, we opened an NBA Jam themed 90s baracade.

We launched our campaign with a 90s-themed microsite with a ‘Time Capsule’ merch drop.

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The ‘Time Capsule’ collection included a $30K 22 Carat 597 diamond chain made by the world-famous TraxNYC jeweler made popular for their work in A24’s ‘Uncut Gems’.