Here’s What Went Down at the Michelob ULTRA x 'NBA JAM' Pop-Up
Bringing a new opportunity to “Enjoy It Like It’s 1993” during All-Star Weekend.
Taking inspiration from the energetic announcer Tim Kitzrow in the NBA JAM video game, Michelob ULTRA set up a retro arcade bar called “Boom Shaka Laka’s” for All-Star Weekend. The neon-lit space provided basketball fans with an immersive setting for playing the iconic game, meeting legendary NBA JAM players and discovering a merch collection inspired by the iconic game.
Partnering with NBA JAM, the “Boom Shaka Laka’s” event featured limited-edition beer cans with the catch phrases and pixelated characters from the game. As visitors enjoyed cans of Michelob ULTRA, they could challenge their friends to 2-on-2 gameplay and “Enjoy It Like It’s 1993” through panel discussions, performances and DJ sets from personalities of that era. To kick off the All-Star Weekend celebrations, DJ Jazzy Jeff and Fat Joe were invited to play a selection of throwback tunes for an intimate ’90s-inspired experience.
The next day of “Boom Shaka Laka’s” welcomed fans to watch the games while listening to music from Brittany Sky, who represents how younger generations can tap into the NBA JAM legacy. Visitors also witnessed a special appearance by Tim Kitzrow, the voice of NBA JAM, and a dynamic conversation between James Worthy and Clyde Drexler. Hearing Tim’s voice evokes a strong sense of nostalgia for those who played NBA JAM while growing up and he shares that, “I go to game conventions and the first thing people say is, ‘You were the voice of my childhood. NBA JAM made me so happy.’”
On the final day, “Boom Shaka Laka’s” organized special appearances by Dominique Wilkins and Dikembe Mutombo. Recalling their experiences while playing for the Atlanta Hawks, the players answered questions from fans and signed autographs on photos and ULTRA JAM merchandise. The players discussed how the game of ball has changed since the ’90s and shared their favorite current players who competed in the Dunk Contest. To close out the weekend, Austin Mills played a high-energy DJ set after the All-Star Game concluded.
Explore the photos from the “Boom Shaka Laka’s” event, then head to Michelob ULTRA’s website to shop the “Time Capsule Collection” of merchandise. Additional items like the Michelob ULTRA NBA JAM arcade machines are also available.
DISCLAIMER: We discourage irresponsible and/or underage drinking. Drink responsibly and legally.