DEW and Ruffles’ first co-branded NBA All-Star experience melded a 15,000-sqft destination in Cleveland with a live Twitter stream, connecting fans with the off-court culture of the weekend.

In its 7th year as an NBA partner, Mountain Dew set out to top itself as the reigning people’s champ of NBA All-Star, providing access to the otherwise exclusive elements of the game and hoops culture with a flair for the unexpected that only DEW could bring. Ruffles—also in its 7th year—was continuing its mission to deepen relevance with hoops fans. There was no better place to accomplish these goals than at NBA All-Star 2022…and no better way to do it than together.

So together, we developed The Block: a street-to-stream block party celebrating the culture, the community and the originality of basketball. The experience was twofold. First, a must-see, 15,000-square-foot, fully-customized physical destination in Cleveland that met hoops culture head-on. And second, a live programmed show hosted by comedian Druski, featuring NBA / WNBA players and influencers, music performances and cultural drops—all of which debuted to a national audience, live on Twitter, on Sunday of All-Star Weekend.

The Block reinforced both brands as cultural curators and collaborators, emphasizing the shared values of self-expression, passion and acting with purpose. And for yet another year, DEW and Ruffles stole the off-court show at NBA All-Star.