Storefront Takeover

Michelob ULTRA, the global beer sponsor of the NBA, recently took over select NBA retail storefront displays, and recreated an off the court scene using window-display mannequins, to showcase how the brand champions an active, balanced lifestyle. By day, the mannequins sported athletic attire, showcasing their fit and energic lifestyles. By night, they transitioned to a more relaxed, social vibe, enjoying life and sipping on Michelob ULTRA, capturing the essence of unwinding after a day of activity and personifying the social athlete.

The no. 1 fastest-growing beer brand* tipped off the storefront takeover at the NBA’s flagship store on Fifth Avenue in New York City before expanding the display to other locations across the country, including team stores for the Golden State Warriors, Los Angeles Lakers and Philadelphia 76ers.

“As the global beer sponsor of the NBA, Michelob ULTRA is committed to creating memorable experiences for NBA fans and social athletes alike,” said Ricardo Marques, Senior Vice President of Marketing for Michelob ULTRA. “We know that friendly competition is more enjoyable if there’s something on the line, and we wanted to use these mannequins to show the world that after a long day of play, Michelob ULTRA is worth playing for.”

This storefront takeover is the latest in a lineup of activations designed to further Michelob ULTRA’s commitment to the NBA. All NBA season long, consumers 21+ can take part in Michelob ULTRA’s Courtside sweepstakes for the opportunity to enter for a chance to win unmatched NBA prizes, including VIP experiences, exclusive memorabilia and the chance to interact with their favorite players. Consumers 21+ can also join the Courtside SMS insider program for more chances to win.

For more information, visit MichelobULTRA.com or follow @MichelobULTRA on Facebook, X, Instagram and YouTube.