Pan european event programme

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The NBA has ignited a passion in fans all over the world and as the game has evolved on court, the most significant shift has happened away from it. To demonstrate the influence the NBA has on popular culture Cake worked with the NBA to deliver 'NBA Crossover' - a cultural journey split across four ‘quarters’ exploring Music, Art, Style and Entertainment. The first event took place in Milan at the end of June with London and Paris going live across August and September.

Following the success of our NBA Crossover Milan event, London saw over 3000 people through the door at Westfields shepherds Bush. The interactive exhibition hosted activities and displays across Style, Music, Art and Entertainment, including exclusive Jordan memorabilia, a sneaker customisation artist, a gaming and VR area, as well as live talks with influencers, artists and talent across the 3 live days. 

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