By Alicia Jessop Today, Jordan Brand opened Jumpman LA, a pinnacle performance and cultural destination in the heart of downtown Los Angeles and blocks from the Staples Center. Two-years into the making, Jumpman LA spans nearly 25,000-square-feet across multiple floors laden with everything a future basketball star needs. The space is anchored by three core areas: a state-of-the art “Flight Lab,” where consumers can receive … Continue reading Jordan Brand Blends Performance And Culture In Jumpman LA

Competing in her 31st major singles final, the conversation surrounding Serena Williams entering the U.S. Open centered more around her on-court apparel than her athletic prowess, when the French Open announced it would ban players from wearing full body suits, like the one Williams wore to compete in this year. While the French Open’s decision drew incensed reactions from tennis fans, especially given Williams wore … Continue reading The WTA Shifts Marketing Strategy From Promoting Women’s Tennis Players As Fashion Icons To Fierce Athletes

By Alicia Jessop Coming off of a first place finish at The International in 2017, Team Liquid is once again focused on the highest level of success at The International DOTA 2 tournament. In 2018, though, the team has some extra help, thanks to a partnership with SAP. In April, software solutions company SAP signed its first eSports partnership, aligning itself with Team Liquid. Recognizing … Continue reading SAP Partners With Team Liquid To Provide eSports Insights And Recruit Employees

Turning into the second half of its 2018 season, NASCAR is riding a wave of exciting business results driven largely by growing interest from millennial fans. Under the leadership of new COO, Steve Phelps, more than ever before NASCAR is focused on expanding the demographics of its fan base. Asked about his vision for NASCAR, the newly minted COO said, “If there is one single … Continue reading How An In-House Digital And Social Media Strategy Is Helping NASCAR Grow Its Millennial Fan Base

By Jacob Wittwer As top esports athletes and developers gathered in Los Angeles for E3 2018, ESPN and HP highlighted their unique partnership to gain leverage in the growing industry. Amidst the hustle and bustle of E3, OMEN by HP and ESPN hosted a VIP event for gamers and industry insiders at ESPN’s LA Live location, where attendees received exclusive access to new OMEN products … Continue reading ESPN Expands Esports Reach With OMEN by HP Partnership

By Arthur Puu adidas Soccer united soccer fans by hosting a one-night 2018 FIFA World Cup celebration at The Base in downtown Los Angeles on Tuesday, June 12. During the festivities, fans had the chance to customize their own jerseys and watch eight teams battle for a chance at the MVP trophy in the Tango League. Fans were also treated to special guest appearances from … Continue reading adidas Kicks off 2018 World Cup in Los Angeles with Celebration of Street Soccer