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Beer brand is opening a pop-up bar for the duration of the weekend.

License Global

February 16, 2022

3 Min Read
Michelob Ultra/NBA

Michelob Ultra is launching limited-edition “NBA Jam”-inspired cans, tapping “NBA Jam” players, Fat Joe and DJ Jazzy Jeff, for the occasion. As the official beer partner of the NBA, Michelob Ultra is bringing all the nostalgic feels to basketball fans everywhere during NBA All-Star 2022 in celebration of the league's 75th anniversary. 

Through a partnership with “NBA Jam” and some of the '90s players, personalities and artists, Michelob Ultra is encouraging fans to "Enjoy it Like It's 1993" – the year “NBA Jam” came to the masses – both virtually and on-the-ground in Cleveland. 

"There is something special about ‘NBA Jam’ and the power it had to bring real joy to so many people over the years," says James Worthy, former NBA Player and commentator. "I'm excited that Michelob Ultra is giving me the opportunity to take a trip down memory lane with fellow legendary players and fans." 

To encourage people to "Enjoy It Like It's 1993," the beer is ready to take fans on a journey through the '90s: 

  • “NBA Jam”-inspired, limited-edition cans featuring iconic catch phrases and images from the game will be available only in select local bars around Cleveland, Rocket Mortgage FieldHouse and Boom Shaka Laka's barcade during NBA All-Star 2022. 

  • By tweeting a selfie to @MichelobULTRA using #ULTRAJAM, fan photos will be transformed into their own individual 16-bit avatar inspired by the game itself. 

  • Fans can head to EnjoyItLikeIts1993.com, a ‘90s-designed website, to score merch from the “NBA Jam” Time Capsule Collection and ultra-limited premium items that will be dropping throughout NBA All-Star 2022, including limited custom "NBA Jam" x Ultra arcade consoles. 

  • Michelob Ultra has partnered with original “NBA Jam” characters and NBA legends Clyde Drexler, Dikembe Mutombo, Dominique Wilkins and James Worthy to remind us of the joy that "NBA Jam" brings, because 'It's Only Worth It If You Enjoy It.' 

"No video game displayed the joy of basketball quite like ‘NBA Jam,’ from its iconic catchphrases to 2-on-2 gameplay or flaming balls," says Ricardo Marques, vice president, marketing, Michelob Ultra. “As a brand that champions the joy of the NBA, it made perfect sense for us to team up with this iconic franchise during NBA All-Star that celebrates the history of the NBA.” 

Michelob Ultra will bring “NBA Jam” to life by taking over a local bar in Cleveland and creating Boom Shaka Lakas – a retro '90s barcade where fans can hang out throughout NBA All-Star 2022. Fans who stop by can expect to catch: 

  • Musical performances by Fat Joe and a surprise guest appearance 

  • Spin sets by hidden “NBA Jam” character DJ Jazzy Jeff 

  • Meet-and-greets with "NBA Jam" legends throughout the weekend including: 

    • James Worthy – 3:30-5 p.m. on Saturday, Feb. 19 

    • Clyde Drexler – 4:30-6 p.m. on Saturday, Feb. 19 

    • Dominique Wilkins – 4-5:30 p.m. on Sunday, Feb. 20 

    • Dikembe Mutombo – 4:30-6 p.m. on Sunday, Feb. 20 

  • Special appearances by the voice of “NBA Jam,” Tim Kitzrow 

  • Limited-edition collab merchandise made in partnership with Ohio-based apparel company, Homage; plenty of Michelob Ultra; unlimited “NBA Jam” arcade plays; and more. 

Boom Shaka Laka's will be open to fans from Feb. 18 to 20. 

About the Author(s)

License Global

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