Kumho Tire has unveiled plans for an NBA All-Star ad campaign featuring seven-time All-Star Carmelo Anthony that will see the basketball star featured in a number of promotions throughout New York City.

Anthony is Kumho Tire's brand ambassador for NBA All-Star weekend.

The activations tipped off Friday in Times Square, with the debut of Kumho NBA All-Star 2015-themed subway cars featuring Anthony. Kumho Tire has taken over the S train between Times Square and Grand Central stations with themed subway cars that are wrapped both inside and outside.

“NBA All-Star in New York is going to be huge for our fans, and we are thrilled to work with Kumho to create activities that showcase the excitement of All-Star,” says Emilio Collins, executive vice president, global marketing partnerships, NBA. “The subway is endemic to New York City, so the debut of these special All-Star-themed cars is the perfect way to celebrate the fact that NBA All-Star is only a few weeks away.”

To celebrate the new subway cars, Kumho will host an interactive fan experience at the Times Square subway station beginning Jan. 26, featuring a digital version of the arcade classic “Pop-A-Shot” game. 

Kumho will also launch a Prove your Move social media promotion where fans can submit photos or videos on the company’s Twitter and Instagram pages to win a chance to play a game of H-O-R-S-E against Anthony during NBA All-Star weekend.

A Kumho-designed activation area will also be featured at the NBA FIT Court at NBA House presented by BBVA Compass, located in Skylight at Moynihan Station in Manhattan from Feb. 10-16.

The NBA Development League All-Star Game 2015 presented by Kumho Tire will be held on Feb. 15 at the Barclays Center in Brooklyn.

“We are excited for New York to feel Kumho’s presence and support for the NBA everywhere they turn during NBA All-Star,” says Harry Choi, president and chief executive officer, Kumho Tire North America. “Fan engagement is a top priority for us, and we believe Carmelo is the perfect brand ambassador to deliver the best experience to NBA fans.”