Klarna Launches Immersive Sports Activation for NBA All-Star Weekend

The physical and digital “Klarna All-Star Vault” experience will allow fans to view historic game-worn sneakers, shop online for the chance to win limited-edition kicks and more.
License Global

February 17, 2022

A mockup of the Klarna "All-Star Vault"
Klarna

Klarna, a global retail bank, payments and shopping service, unveiled “The Klarna All-Star Vault,” an interactive activation celebrating the connection between fashion and professional basketball throughout its 75-year history. 

From Feb. 18-20, the pop-up in Cleveland Public Square will bring fans closer to the game with one-of-a-kind merchandise giveaways, fan experiences and access to some of basketball’s most coveted sneakers during one of the sport's biggest weekends. Additionally, fans around the world will be able to access the experience digitally to choose Chicago Bulls’ player Zach LaVine’s style destiny, explore a gallery of iconic game-worn sneakers curated by Stadium Goods, shop basketball-inspired merchandise online, earn rewards and be entered for giveaways at KlarnaVault.com. 

“The Klarna All-Star Vault” experience will give fans in the US and worldwide the opportunity to vote on Klarna ambassador, All-Star and Chicago Bulls player Zach LaVine’s pre-game tunnel look, to be

debuted on Feb. 20. LaVine’s stylist has curated two potential outfits, leaving it up to consumers to vote for their favorite in the Klarna app from Feb 15-19. Voting will also be open through Klarna's Instagram on Feb. 19.  

Fans inspired by Zach’s looks can purchase the pieces through the Klarna app.  

“My style game has definitely evolved since I first entered the league. It wasn’t something I paid much attention to when I was younger, but now I realize it's another way I can express myself off the court,” says LaVine. “In a way, shopping is like a game in and of itself – you're always hoping to get lucky on the new drop or find something fresh on a deal, and Klarna makes it easier for fans to do all of that in one place with flexible payment options.”  

“As one of the most beloved sports around the world with over two billion fans globally, basketball has had an undeniable impact on our culture as well as the fashion and retail industries,” says David Sandström, chief marketing officer, Klarna. “We're excited to unveil ‘The Klarna All-Star Vault,’ our first-ever consumer activation in sports, to celebrate this history together with fans.” 

“The Klarna All-Star Vault” will also feature online and in-person activities celebrating basketball’s past and present styles while giving consumers access to exclusive rewards and giveaways, including: 

  • A display of game-worn originals curated by Stadium Goods, from the personal archives of sneaker collector Gerard Starkey, viewable both onsite and on KlarnaVault.com.  

    • Access to an exclusive giveaway to bring fans even closer to the game. From Feb. 18-20, U.S. consumers who shop Stadium Goods merchandise with Klarna nationwide via KlarnaVault.com will be entered to win one of four sneakers, including: LeBron 10 P.S. Elite “Total Crimson”, Air Jordan 3 Retro OG “Black Cement”, Air Jordan 1 Retro High OG “Banned”, and Kobe 5 Protro X Undefeated “What if” Pack.  

      • The chance for visitors to receive limited-edition custom merchandise designed by artist Sophia Chang, including select apparel and basketballs. Sophia’s designs will be showcased onsite throughout The Vault’s exterior and will highlight some of the silhouettes and phrases that have become etched in basketball lore over the years. 

        • The opportunity for fans to step up and shoot hoops on “The Klarna All-Star Vault” court to unlock major rewards, such as 15% off exclusively on StadiumGoods.com for Klarna app users. Additionally, U.S. consumers can score 3x vibes Klarna reward points on all online Stadium Goods purchases made with Klarna throughout the weekend.  

           

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