The Ask: Launch the XBox and Jordan Brand console collaboration during NBA All Star Weekend in Los Angeles.

The Answer: XBox partnered with the NBA Player’s Association, who took over the London Hotel in West Hollywood for the duration of NBA All-Star Weekend. We turned the hotel’s salon into an XBox barbershop. We partnered with celebrity barbers like JayR Mallari, Steph Curry’s barber, to create an experience that would attract the players. Inside we highlighted the XBox/Jordan consoles in our gaming areas and we also gifted consoles to select individuals. We had cuts, blowouts, and nail services available for players, invited celebrities and their families. We also used the space for content creation for the XBox platforms.