The NBA have announced exciting plans to host a cultural exhibition in the heart of the United Kingdom's capital to showcase the convergence between the league and popular culture throughout history.
From October 28-30, Shoreditch, London will play host to "NBA Crossover" as the association celebrates the relationship between the league, its players and fashion, music, film and entertainment.
Two-time Most Valuable Player and Mr. Canada himself Steve Nash will be making an appearance at the event which will be free to members of the general public across the three days.
NBA Crossover is located at Kachette, 347 Old St, London, EC1V 9LP and is open daily from 12-7 p.m.
Supported by GiveMeSport, Capital Xtra and New Era and in partnership with NBA 2k17 and Foot Locker, the event will use interactive exhibits, video and imagery to showcase how different inputs from all corners of the cultural world have combined to create the modern-day NBA.
The league has a rich history in the music industry and many different genres have had an everlasting impact on the NBA.
'NBA Crossover' will feature a dedicated music area that will showcase just how the relationship has blossomed over the years and how the league has become synonymous with popular music and culture. Drake with Toronto and Jay-Z in Brooklyn are just the tip of the iceberg.
The relationship between the NBA and fashion has never been better. Russell Westbrook's recent cover appearance on GQ could not have come at a more apt time.
From LeBron James and Kevin Durant to Blake Griffin and Dwyane Wade, the league has some of the best-dressed athletes in the world of sport. But the roots of fashion and NBA stretch way back - 'NBA Crossover's' designated fashion exhibition will highlight how the players have jumped to the forefront of the fashion world.
The three-day event at Kachette will also include exhibitions focusing of the NBA's influence in the worlds of film and celebrity culture.
Player are more than just athletes, their influence and standing in society go without saying and the majority of them have become a part of the celebrity lifestyle. It has all helped grow the league around the world and help it become the full packaged product we see today.
Visitors will also get the chance to play the latest edition of 2K's basketball game. As the league continues to grow around the world, NBA 2K proceeds to capitalise on a booming console market and pique many gamers' interest in the game of basketball.
Take control of the Golden State Warriors and experience the power of a superteam, play as the Cleveland Cavaliers and marvel at LeBron's superhuman ability or trial one of the newly assembled teams in the league like Chicago or New York - it's an opportunity you can't miss.
NBA legend Steve Nash said: “Basketball has been a way of life for me. From my earliest beginnings, playing on a playground through to performing on the biggest stage I am constantly reminded of the impact basketball has on everyday life.
“Basketball has its’ very own unique culture and NBA Crossover will illustrate how the worlds of sports and popular culture collide.”
“We are excited to announce the league’s first NBA Crossover exhibition in partnership with NBA 2K17 Sports and Foot Locker,” said NBA EMEA Senior Vice President & Managing Director Benjamin Morel. “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.”
“We are thrilled to be part of the first NBA Crossover,” said 2K Sports EMEA Vice President, Publishing, Murray Pannell. “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.”
Fans in the UK can find more NBA information at www.NBA.com/UK, the league’s official online destination in the UK hosted on GiveMeSport.com, and on Facebook (NBA UK) and Twitter (@NBAUK). Fans can also purchase all the latest NBA merchandise at www.NBAStore.eu.