'Fashiontainment' Alliance With Sean John, Macy's Is Music To NBA's Ears
Wednesday, February 6, 2013 at 04:13PM
NYSportsJournalism.com in All-Star Game, Macy's, NBA, NBA, Sean John

By Barry Janoff

February 6, 2013: Not content to let fans hear (and see) the music of basketball as played by such impresarios as LeBron James, Kevin Durant, Kobe Bryant, Dwyane Wade and Carmelo Anthony, the NBA has signed a deal with Sean John and Macy’s that will be highlighted by a presenting partnership of the "Entertainment Series" at NBA All-Star weekend and includes upcoming NBA-themed events at Macy’s stores nationwide.

Financial terms of the multi-year agreement were not disclosed.
Among the performers scheduled to play as part of the Entertainment Series presented by Sean John at Macy’s are Alicia Keys (pictured), Ne-Yo, John Legend and Gloria Reuben.

Other performers will get the spotlight throughout the weekend of Feb. 15-17 in Houston, site of this year's All-Star Game festivities. Events will be telecast on TNT and air on ESPN Radio.

Looking past the All-Star Game, the league said that Sean John and Macy’s would host a series of live NBA-themed experiences at Macy’s stores where people would have the opportunity to meet and interact with NBA players and legends while Sean John presents its latest styles.
Sean John and Macy’s will support across numerous platforms, including broadcast, digital and social media.

“Sean John and Macy’s are leading lifestyle brands and are a great fit to present the Entertainment Series at NBA All-Star,” Rachel Jacobson, NBA svp-global marketing partnerships, said in a statement. “We’re looking forward to tipping off our partnership with some great performances at NBA All-Star 2013, and will continue to bring our fans everything that Sean John and Macy’s has to offer through a variety of NBA-themed events at stores across the country.”

Sean John is a privately held company founded by music icon and business entrepreneur Sean "Diddy" Combs.

According to Jeff Tweedy, president for Sean John, “With this partnership, Sean John and the NBA are fusing the worlds of style and sports to create 'fashiontainment.' Together with Macy's, our exclusive retail partner, we're excited to launch a series of events and activities that will allow us to showcase the Sean John brand.”

Per the NBA, Alicia Keys will headline the NBA All-Star Game as the sole performer of the halftime show on Feb. 17. Ne-Yo will welcome the players to the court by performing of some of his greatest hits. John Legend will sing the U.S. National Anthem and Gloria Reuben will perform the Canadian National Anthem.

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