The NBA teamed up with Epic Games’ Fortnite for an initiative leveraging the 2021 Playoffs (or, to be specific, the one-off State Farm NBA Play-In Tournament) which sees ‘NBA Team Battles’ included in the video game world and uniforms for all 30 NBA teams available to gamers from 21 May.
In addition to the NBA outfits, the partnership will create special Player ‘Locker Bundles’ that will include personal favorite Fortnite items used by NBA players Donovan Mitchell and Trae Young when they play the game.
The bundles will then be available for players to purchase in the Fortnite Item Shop
The campaign promoting the league/game initiative, called ‘The Crossover’, launched on 19 May and ran primarily across digital and social channels and via a PR strand.
Led by a hero spot called ‘The NBA Arrives In Fortnite’ and linked by the #FortniteNBA, #TheCrossover and #FortniteNBATheCrossover hashtags, the creative urges fans and gamers to ‘Lace up…as The Crossover is going to knock you off your feet’ and includes messaging promoting the arrival of basketball’s best into the Fortnite Item Shop, Fortnite Creative and with Team Battles.
NBA stars Donovan Mitchell and Trae Young will also have Fortnite lockers with personalized items players can purchase next week as part of the crossover.
Further strands of the tie-up include the ‘Shoot & Score Pack’ to get the Hookshot Emote and Mini Hoop Back Bling – which can feature the logo of all 30 NBA teams.
“Video game culture is certainly a shared passion across many of our NBA players and our fans worldwide, as well as for our leagues,” said NBA Senior Vice President of Global Partnerships Matt Holt. “Additionally, as we continue to engage our fans, the best approach is to meet them where they are, in creating personal and authentic experiences.”
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This is the second time Fortnite has partnered with a major US sports league as back in 2018 it launched a Super Bowl linked collaborating with the NFL which continues today and features Touchdown Celebration Dances and Jersey Skins for all 32 teams available in the game.
In May 2019 Jordan Brand partnered with Fortnite to promote its latest trainers in-game with the launch of the #FortniteXJumpman challenge which was set in a map named ‘Downtown Drop LTM By Jordan. #FortniteXJumpman saw Epic Games and the Nike brand offshoot offer players a chance to unlock aesthetic styles featuring Jordan sneakers for their avatars.
Another sports-linked Fortnite tie-up in January 2021 saw Epic create a global football event with 23 football clubs alongside a virtual version of Paris Saint-Germain forward and Brazil superstar Neymar.
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