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Over 20 years ago, Michael Jordan starred in the seminal basketball flick Space Jam. The movie went on to be the highest-grossing basketball film of all time and an instant classic. The iconic film’s legacy remains untouched. Until now, that is.
On July 16, prepare to revisit Space Jam’s legacy with a movie aptly titled Space Jam: A New Legacy starring none other than the behemoth of the basketball court, Lebron James. Not since 1996 have the Looney Tunes bunch and the world’s greatest basketball player united under one franchise.
In anticipation or celebration (or both) of the film’s release, iconic streetwear and sneaker retailer SNIPES launched a special activation that decorated five cities across the world with giant blue basketballs. When we say giant, we mean giant. The basketballs appeared in Berlin, Cologne, Paris, Milan, and Barcelona from the 25 to the 27 of July and measured up to three meters or 9 feet in height. Each basketball was a bright shade of blue and sported the brand’s logo as well as the title of the upcoming feature film. Open season for the selfie-taking crowd.
SNIPES is an official partner of the new Warner Bros film and, given its history as a world-renowned provider of streetwear goods, it only makes sense that the brand and the movie partnered. The appearance of the giant basketballs was only the first step in an ongoing collaboration between the two. In the weeks leading up to the movie’s release, we can expect from this partnership: an influencer-focused campaign, a joint collection, and more live events.