SOURCE SPORTS: Racing Legend Mario Andretti Details “Lap of Legends and Talks Upcoming F1 Season

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Michelob ULTRA and Williams Racing made waves by announcing the groundbreaking ‘Lap of Legends,’ marking the first-ever real vs. virtual Formula 1 race. The event will see Williams driver Logan Sargeant pitted against a lineup of Williams legends, including Jacques Villeneuve, Jenson Button, Nigel Mansell, and Alain Prost.

Utilizing state-of-the-art technology, AI, and augmented reality, the event brings together current F1 talent and racing royalty in an unprecedented competition.

Speaking exclusively to The Source, racing icon Mario Andretti shared insights into his participation in the Lap of Legends special, highlighting Michelob ULTRA’s partnership with Williams Racing and offering commentary on the current Formula 1 season and more.

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The highly anticipated race unfolded at the legendary Silverstone Circuit, promising an electrifying showdown between past and present stars of the sport. The action-packed event is set to be featured in a one-hour television special airing on AMC and Roku later this spring.

With its innovative approach and stellar lineup, the ‘Lap of Legends’ represents a thrilling fusion of tradition and cutting-edge technology, captivating fans of Formula 1 worldwide. Stay tuned for the exhilarating race highlights and exclusive insights from the drivers.

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What were your first thoughts and overall feelings when the Lap of Legends campaign was presented to you as a possible participant?

They went to my management firm to first present it, and when my manager came to me and explained I didn’t get it immediately and said I’ll start training tomorrow [laughs]. When he went into more details, I became more understanding and, honestly, flattered and thrilled, I thought. Michelob Ultra is involved in this project on behalf of the Williams team, and I immediately thought about my friendship with Frank Williams. During the time we spent together, I drove for him at a nonchampionship race. I was all in.

What does this campaign do for a new audience and generation of fans to get invested in Williams Racing and Formula One?

This is fantastic. It is creating curiosity and educating a fan base. This will increase viewership in the younger audience and is another way to use today’s technology. I think that aspect is accomplished. Whenever I see things that create interest in our sport, I’m all in because I want it to continue to prosper.

How do you think you and other legends would fare in today’s F1?

Obviously, we would be driving contemporary cars. It would be fun. This would raise a lot of questions about rules and so forth. But for this campaign, I’ll be driving from a different era. I’m in the oldest car, so with realistic aspects of this, techniques, and all the strategies, it surely will be interesting. I’m as anxious as anyone. I’ve gotten a glimpse of what’s at play, but I can’t wait for May 14.

You mentioned you will be in the oldest car, but being Mario Andretti has to give you an advantage over everybody else in the field, right?

I think it’s probably my energy [laughs]. I’m sure I have more energy than any of the other dudes out there.

Williams, as a team, has an incredible racing history. How special is it to participate in this campaign that illuminates that history and connects to this current generation of drivers like Logan Sargeant?

Bringing the Williams team to the forefront is important because they were world champions and have that story of being created by Frank Williams. They deserve this. I applaud Michelob for coming and selecting Williams for this project. Even as a team right now, they are beginning their comeback. They have regrouped with new talent. The future will only go forward for Williams, and it is great to see.

Returning to the technology in this race, tech has become integral to racing. How do you feel technology is shaking the future of F1 and motorsports?

There are so many innovations. You encourage the performance aspect of tech with the efficiency of the product. This impacts aerodynamics and suspension dynamics. It’s an experiment playground, and with these engineering minds, they have a rule book and see how far they can go. How great can I be with all these things at play? There’s always entertainment, but technology brings another value to motor racing.

What would it be if you had to advise a young star like Logan Sargeant?

He’s already where he wants to be. I would say to absorb as much as you can from other drivers. There is always somebody better than you, and because of that, you will get better at achieving solid objectives. If you look at the champion before me, how will I beat this dude? That’s how it works. For him, it’s the same thing. You have a sense of pride and passion. Combine that with raw talent and then you have just to keep cultivating that.

You can learn more about Michelob Ultra’s Lap of Legends here.

The post SOURCE SPORTS: Racing Legend Mario Andretti Details “Lap of Legends and Talks Upcoming F1 Season first appeared on The Source.

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SOURCE SPORTS: Jason Sudeikis and Lionel Messi Star in Michelob ULTRA Super Bowl Commercial Teaser

Jason Sudeikis and Lionel Messi Star in Michelob ULTRA Super Bowl Commercial Teaser

Michelob ULTRA has dropped a tantalizing teaser for its upcoming Super Bowl commercial, revealing the addition of Emmy-Award-winning actor Jason Sudeikis to the star-studded cast. The teaser features Sudeikis enjoying a lively game of pickup soccer with friends on a sun-kissed beach, adding a touch of humor and athleticism to the highly anticipated ad.

This sneak peek follows the earlier announcement of soccer legend Lionel Messi’s involvement in the commercial, promising a dynamic and entertaining spot for Super Bowl viewers. Michelob ULTRA continues its campaign, encouraging those aged 21 and above not to compromise between an active and social lifestyle. As the excitement builds, fans are eager to see the full commercial during the Super Bowl.

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Lil Wayne and T-Pain to Headline Michelob ULTRA Country Club in Las Vegas

Lil Wayne and T-Pain to Headline Michelob ULTRA Country Club in Las Vegas

Michelob ULTRA, synonymous with celebrating an active and balanced lifestyle, is set to transform Topgolf into the Michelob ULTRA Country Club powered by TCL for the second consecutive year. This exclusive event, scheduled for Saturday, February 10, promises an unforgettable night at the country’s largest Topgolf venue in Las Vegas.

Guests can anticipate a blend of entertainment, sports, and culture as the Michelob ULTRA Country Club showcases live performances by Grammy award-winning artists Lil Wayne and T-Pain on two stages within the 3,000-person venue. The star-studded night will also feature A-list celebrities, Hall of Fame athletes, and an all-star celebrity golf shoot-out.

Attendees will enjoy an all-inclusive experience with premium food and drinks, including Michelob ULTRA, served from 7 p.m. until 12:30 a.m. PT. The event will include big giveaways, immersive experiences, and surprises, including winning a new 98″ TCL big-screen TV.

“We’re thrilled to bring the much-anticipated Michelob ULTRA Country Club to Topgolf Las Vegas during the biggest weekend of the year,” said Ricardo Marques, Vice President of Marketing, Michelob ULTRA. “By combining the perfect setting with an incredible line-up of artists, hosts and special guest appearances, we’ll create what will truly be a unique experience that seamlessly blends being active with enjoyment, which is something only Michelob ULTRA could deliver.”

Cash App, an official sponsor, offers a special discount for Cash App Visa Cardholders starting in mid-January, allowing them to receive 58% off general admission tickets (limit two per customer, while supplies last).

Tickets can be purchased starting December 18 at Michelob ULTRA Country Club. Join the club and witness the intersection of an active and social life in an unrivaled party experience.

The post Lil Wayne and T-Pain to Headline Michelob ULTRA Country Club in Las Vegas first appeared on The Source.

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Michelob ULTRA Partners with Williams Racing for ‘Lap of Legends’ Television Special

Michelob ULTRA Partners with Williams Racing for 'Lap of Legends' Television Special

Formula 1 enthusiasts are in for a treat as Michelob ULTRA collaborates with iconic Formula 1 team Williams Racing for an upcoming television special titled “Lap of Legends.” This one-of-a-kind program, set to debut in Spring 2024 on AMC, BBC America, and The Roku Channel in the U.S., will celebrate the storied history of Williams Racing.

“Lap of Legends” will feature a groundbreaking real vs virtual 16-lap race, bringing back seven legendary champion racers from Williams Racing. Thanks to innovative technology, artificial intelligence, and augmented reality, virtual versions of iconic drivers will face off against a real driver in this epic showdown.

“We’re once again using technology in service of great storytelling. With ‘Lap of Legends,’ we are delivering Michelob ULTRA’s point of view with a unique piece of entertainment that fans will most surely enjoy,” said Ricardo Marques, Vice President of Marketing for Michelob ULTRA. “We’re also incredibly proud to count on this partnership with Williams Racing; undoubtedly one of the most iconic names in the history of Formula 1.”

The television special showcases a fusion of generations, with virtual drivers modeled after Formula 1 legends such as Jenson Button, Jacques Villeneuve, and Mario Andretti. To create these virtual racers, Michelob ULTRA and Williams Racing meticulously analyzed thousands of hours of racing footage and historical data.

“It’s amazing to have a partner like Michelob ULTRA who are so ahead of the curve and creative to make a cutting-edge documentary that pushes the boundaries of sport and technology. We are all so excited to see this come together in 2024,” said Paul Asencio, Chief Revenue Officer for Williams Racing.

As the final U.S. race of the 2023 Formula 1 season, the Las Vegas Grand Prix approaches, fans can catch a glimpse of what’s to come in the “Lap of Legends” trailer. Michelob ULTRA’s commitment to providing exceptional fan experiences and pushing the boundaries of innovation continues, inviting viewers to enjoy the ride and witness a groundbreaking moment in racing history. Stay tuned to @MichelobULTRA for more updates on the “Lap of Legends” television special. For additional information, visit MichelobULTRA.com or follow @MichelobULTRA on social media platforms.

The post Michelob ULTRA Partners with Williams Racing for ‘Lap of Legends’ Television Special first appeared on The Source.

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Michelob ULTRA Launches Summer Fitness and Music Tour ‘Movement LIVE’ with Live Nation

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Get ready for the ultimate summer fitness experience as Movement LIVE by Michelob ULTRA, in partnership with Live Nation and Rumble Boxing, embarks on a multi-city workout tour headlined by Alesso and Loud Luxury. Recognizing the importance of fitness in the lives of concertgoers, Michelob ULTRA is bringing the unconventional workout party to fans craving an exhilarating fitness experience.

Each Movement LIVE workout will feature live shadow boxing and strength exercises led by Rumble trainers and hosted by Team ULTRA fitness pros. After the intense workout, attendees will celebrate with an electrifying dance party accompanied by special musical performances from national headliners and local DJs.

The Movement LIVE tour kicks off in Charlotte on July 12, with Loud Luxury igniting the high-energy atmosphere at The Fillmore Charlotte. The tour will continue in Atlanta, Chicago, and Dallas, featuring local DJs, free live 45-minute shadow boxing, and strength workouts by Rumble Boxing. Alesso will close the Houston tour on August 16 at the 713 Music Hall.

Attendees can expect exclusive merch and products from Movement LIVE partners, including Brooks Running and BYLT Basics. Fitness enthusiasts can also take advantage of the Pumped Up Pass offered by Cash App, providing perks like VIP viewing areas, discounts on Rumble classes, express check-in, and reduced prices on food and beverages.

Don’t miss out on this incredible fitness and music fusion experience that promises to energize and entertain you.

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SOURCE SPORTS: Futura Collaborates with Michelob ULTRA to Celebrate Upcoming NBA Champions

Futura Collaborates with Michelob ULTRA to Celebrate Upcoming NBA Champions

In collaboration with renowned artist Futura, Michelob ULTRA has unveiled an exciting limited-edition project to honor the NBA Champions and commemorate their exhilarating season. The partnership between the popular beer brand and the visionary artist will result in a unique bottle design that encapsulates the joy experienced throughout the NBA season.

Futura created a captivating mural featuring 60 meticulously spray-painted Michelob ULTRA bottles as part of this extraordinary venture. This artistic masterpiece will then be deconstructed, with each bottle carefully crafted into a unique collectible. These custom bottles will be exclusive gifts presented to this year’s deserving NBA Champions.

To delve deeper into this fascinating collaboration, Futura has graciously agreed to a virtual interview scheduled for either Wednesday or Thursday of this week. This interview presents an exceptional opportunity to explore the artist’s upcoming projects, reflect on past endeavors, and gain insights into the inspiration behind this remarkable partnership.

The partnership between Michelob ULTRA and Futura underscores the brand’s commitment to celebrating excellence in sports and the creative arts. By combining their expertise, the two entities have created a distinct and innovative tribute to the NBA Champions, ensuring their victory and the joy they brought to fans throughout the season are forever etched in artistic brilliance.

In conversation with The Source, Futura details creating the bottles and the invigoration of the art world in sports.

Can you tell us about your collaboration with Michelob ULTRA for the NBA Championship Bottles? How did this partnership come about, and what attracted you to this project?

I’m really fortunate to have been asked by Michelob ULTRA to create this amazing creation. So we created these bottles for the 2023 champions. The rear half of the bottle is the painted version, and then the front is a label that I designed as well, a more classic graphic labeling with the NBA logo and such. I’m very excited because the championship will be decided in the next ten days. It’s a great opportunity for me to collaborate with Michelob ULTRA and connect to the NBA. I’m a huge sport lifelong New Yorker fan, and even our team, the Knicks, were so close to playing. But, oh well. This project is for the winners who didn’t make it this year, but these go to the Finals participants.

What attracted you to this project?

Really just being a lifelong sports fan. I was talking about how the Knicks haven’t won a championship in 50 years. The Yankees and all these other teams are here, but it still feels like a basketball town after all these years without winning a title. So being with brands like Michelob ULTRA and the NBA, it’s just an elevated stage, it’s an honor, really. The creative part is wonderful, and teaming with Michelob for this art was special in creating this originally painted bottle.

You’re known for this bold and innovative approach. How do you see that coming through in the design of the 60-bottle artwork?

I think with it being a 60-bottle mural, you will see the image as a complete unit. That’s ultimately how I looked at it. The composition of the entirety of the bottles and the frame. My aim was to create it in one piece. So conceptually, there’s the initial piece itself, and if they have a photo of it and frame it, that’s there. Now it’s been disassembled, and it doesn’t exist anymore. All stages of it are conceptually creative steps, resulting in a unique piece for every individual. And I think that’s what’s cool. For me, perhaps I’m someone new that they may discover. And that’s also wonderful in the process. I don’t know every man on the roster, I’ll be honest. I don’t live in those cities, but maybe some of them actually had heard of me. Either way, I think that’s the gift, that’s the presentation. It’s all very beautiful. So as something this creative, I stand behind it and am very proud of it.

Michelob ULTRA positions itself as the MVP of joy and aims to celebrate the joy experienced throughout the NBA season. How did you infuse the concept of joy into your artwork for the Championship Bottles?

There mantra about trying to infuse joy is a wonderful reason why we connected. I see life, and my approach to life and making art is the very same way. Bob Ross introduced joy into the art world. He used that word in terms of making art. Joy, to me, is what gives you pleasure. It’s what you’re more than happy to do, not receiving. I rather be the giver than the recipient. I would like to spread joy, and give joy. It makes me happy to make other people happy in some capacity.

The intersection of arts, sports, and culture is a unique space where your collaboration with Michelob ULTRA occurs. How do you see your art contributing to this intersection, and what role do you believe art plays in sports and culture?

In a sense that art is just that powerful, visual expression. Not just from a marketing design point of view, logos, and flashing lights. You can see the Michelob ULTRA brand is very much connected to the NBA. You see the commercials that run concurrently with games. You see the logos flashing when foul shots are being made. I don’t want to say that there is an urban twist but a bit of street graphics and influences in the game, and vice versa. When you look at sports throughout my lifetime, stars always wanted to be with stars. In the art world, that’s been rising in the last quarter century, there was awareness of our culture. So I think you see more of it out there now. You look at the courtside of these games in the last ten years, and you see the who’s who of music, film, and art thing was more of that’s just decoration rather than the recognition it deserves. I know who I am in that story

I know who I am in that whole story, and, once again, it’s like, uh, I’m grateful because it means that I’m being recognized on a larger scale, you know? Um, but then I approach this whole thing too, you know, I, I’m not, I’m not like ego boy, you know? So it doesn’t, it just, it, it makes me feel good because it’s some validation, of course, of my story and what I’ve done over my timeline. But, you know, um, I only speak about it when it’s appropriate. You know, I’m, I’m not gonna put myself on blast and, you know, but I anticipate this thing will, this thing will help in, you know, getting some awareness, uh, of who I am out there. And that’s really cool too.

What excites you about entering collaborations like this with Michelob Ultra?

It’s just such an elevated opportunity. It wasn’t difficult to get excited about this opportunity. Michelob has a huge audience, and we are giving some joy to this campaign. The bottles are really beautiful and unique. Very special. The reveal will be incredible.

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SOURCE SPORTS: NBA Announces Michelob ULTRA as Its First-Ever Global Beer Partner

MICHELOB ULTRA BECOMES NBA’S FIRST EVER GLOBAL BEER PARTNER shawnxgrant gmail com Gmail

AB InBev, the foremost brewer on the planet, has joined forces with the National Basketball Association (NBA) to unveil a comprehensive expansion of their marketing collaboration. This exciting development designates Michelob ULTRA as the sole and international Official Beer Partner for a multitude of esteemed basketball leagues and organizations, including the NBA, Women’s National Basketball Association (WNBA), NBA G League, NBA 2K League, USA Basketball, and Basketball Africa League. Together, they aim to deliver euphoric moments and unparalleled enjoyment to basketball enthusiasts across the globe.

“Our longstanding partnership with the NBA is key to our strategy of building platforms that connect beer-drinking occasions and consumer passion points with our brands,” said Fabio Baracho Martinelli, global vice president of Connections and Occasions, AB InBev.  “Expanding our collaboration around the world allows us to connect with even more adult basketball fans and to bring them together for meaningful moments of joy and celebration, creating a future with more cheers.”

“We are thrilled to build upon our 25-year relationship with Anheuser-Busch and welcome Michelob ULTRA as the NBA’s first-ever global beer partner,” said Kerry Tatlock, NBA Executive Vice President, Global Marketing Partnerships and Media.  “Michelob ULTRA has shown a passioned dedication to creating new, differentiated experiences for our fans, and we look forward to working with ULTRA to engage with our fans all around the world and bring them closer to their favorite game.”

Building upon their 25-year history, this global expansion further strengthens AB InBev’s enduring alliance with the NBA. Originating in 1998, this partnership has flourished over the years, establishing itself as one of the NBA’s most enduring and dedicated marketing collaborations. With an unwavering commitment to captivating the NBA’s vast global fanbase throughout the year, the partnership has evolved to encompass the league’s most prominent events. In 2020, Michelob ULTRA assumed the prestigious role of the NBA’s Official Beer Partner, and its impact was magnified during the NBA Restart in Orlando, FL. Introducing the acclaimed “Michelob ULTRA Courtside,” a groundbreaking digital experience that allowed fans to virtually immerse themselves in the arena, sharing the electric atmosphere of the game at a time when the yearning for joy was deeply felt.

“Michelob ULTRA tipped off our journey with the NBA during unprecedented times and have continued to work and evolve together to bring our shared commitment of creating joyful experiences for adult basketball fans to fruition,” said Kyle Norrington, Chief Commercial Officer, Anheuser-Busch.  “Expanding on our partnership will allow us to tap even further into our existing fan base and reach more basketball fans as we take it to the global stage.”

Building upon their 25-year history, this global expansion further strengthens AB InBev’s enduring alliance with the NBA. Originating in 1998, this partnership has flourished over the years, establishing itself as one of the NBA’s most enduring and dedicated marketing collaborations. With an unwavering commitment to captivating the NBA’s vast global fanbase throughout the year, the partnership has evolved to encompass the league’s most prominent events. In 2020, Michelob ULTRA assumed the prestigious role of the NBA’s Official Beer Partner, and its impact was magnified during the NBA Restart in Orlando, FL. Introducing the acclaimed “Michelob ULTRA Courtside,” a groundbreaking digital experience that allowed fans to virtually immerse themselves in the arena, sharing the electric atmosphere of the game at a time when the yearning for joy was deeply felt.

Core elements of the global agreement include the following:

  • A Global Expansion: Michelob ULTRA’s global marketing rights with the NBA, previously limited to the United States, Canada, and Brazil, have expanded across all the league’s global territories.  The beer brand will serve as a presenting partner for select NBA Global Games and the global expansion will additionally tip off Michelob ULTRA’s marketing partnership with the Basketball Africa League (BAL), beginning with its fourth season in 2024.
  • A Bolstered ULTRA Courtside: Beginning with the 2023 NBA Finals, Michelob ULTRA will have an expanded oncourt presence through first-of-its-kind physical branding on the baseline apron, visible on nationally televised games across the NBA, WNBA, the NBA Global Games, the NBA 2K24 Summer League, and USA Basketball.
  • A Renewed Commitment across the WNBA: Continuing Michelob ULTRA’s commitment to increase visibility for women’s sports, Michelob ULTRA will serve as a partner across every WNBA marquee event.
  • A Team Player: Michelob ULTRA will also remain the official beer partner of 25 of the 30 NBA teams, allowing the brand to connect with fans in the U.S. and teams across both Eastern and Western Conference.  In addition, Michelob ULTRA Courtside viewing areas will be available at key league marquee events including NBA All-Star, NBA 2K24 Summer League, and the NBA Draft presented by State Farm.

In honor of the global expansion, Michelob ULTRA has prepared a captivating commercial featuring Jimmy Butler, the esteemed six-time All-Star of the Miami Heat. The advertisement serves as a reminder to fans that true enjoyment is the ultimate reward. Viewers will have the opportunity to catch this exciting commercial during the 2023 NBA Finals presented by YouTube TV. The highly anticipated Finals, commencing on Thursday, June 1 at 8:30 p.m. ET, will be broadcasted on ABC, making it the perfect platform to showcase this inspiring message to basketball enthusiasts worldwide.

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

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SOURCE SPORTS: Michelob ULTRA and NBA Debut 2022-23 NBA Team Collection in Digital Art Reveal Event

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Michelob ULTRA and the NBA unveiled the 2022-2023 Michelob ULTRA NBA Team Cans at Art Basel. The 19 limited edition cans are created by six artists and highlight the latest exciting NBA season.

To highlight the new cans, Michelob Ultra hit Miami for the annual intersection of sports, tech, and culture. For a pop-up experience, fans were bridged with the biggest sports and entertainment stars to celebrate basketball and beer.

“Michelob ULTRA is proud to partner with the NBA to bring fans a new way to support their favorite team and enjoy the game they love,” said Ricardo Marques, Vice President of Marketing, Michelob ULTRA. “As the beer brand known for superior enjoyment, the Michelob ULTRA NBA Team Cans represent fans’ joy and passion for their teams. We’re excited to bring this year’s Team Cans to life with a first-ever digital art experience and remind fans everywhere: no matter who you root for, it’s only worth it if you enjoy it.”

The collection is on its way to stands across the nation. Still, at the pop-up experience, fans could see each can and also experience a headlining performance by 21 Savage and a set by DJ Irie of the Miami HEAT home experience.

Additionally, fans could see NBA and Miami HEAT legends Alonzo Mourning and Gary Payton compete with WNBA All-Star Nneka Ogwuimike and NBA Skills and celebrity trainer Chris Brickley in the Michelob ULTRA Courtside Countdown Challenge. The challenge was played on an interactive LED court where you can pick your team to represent in a shooting case that illuminates the newly released can art on the court for all to say.

The cans are created by six dynamic artists who showcase their style and represent each city’s pride, joy, and culture. Those artists are Jacob Rochester, Chuck Anderson, Bradley Ward, Josanna Torrocha, Eric Elms, and BigShot Robot.

Rochester was at the helm of the cans for the Los Angeles Lakers, Memphis Grizzlies, Miami HEAT, Dallas Mavericks, and Orlando Magic. Anderson represented the 1998 NBA Finals matchup of the Chicago Bulls and Utah Jazz, bringing in bold and intense designs to these two staple NBA franchises. Rochester infuses a lo-fi analog approach with collaged and scanned imagery in his creation.

Ward represented his hometown and made us”e “Clutch City” on full display, but he also took his talents to neighboring New Orleans, evoking the midnight blue, red, gold, and white hues into the Pelicans team can. Holding down the New York Knicks, Detroit Pistons, Atlanta Hawks, and Philadelphia 76ers is Josanna Torrocha, who infuses currency’s role in basketball to create the designs.

Eric Elms used visual story inspiration from the fan bases of the Golden State Warriors, Oklahoma City Thunder, San Antonio Spurs, Washington Wizards, and the Charlotte Hornets for his cans. At the same time, BigShot Robot held down his base city of Milwaukee for colorful explosions and representation highlighting the championship eras of the team.

The new collection arrives ahead of the NBA holiday schedule, bringing a premium beer with a Michelob ULTRA fans can experience to celebrate the hoops occasion.

You can see the Bulls, Sixers, and Warriors cans below. The full roster of cans is above.

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ICYMI: Michelob ULTRA Teams with NBA JAM for NBA All-Star ’90s Experience Featuring Fat Joe, DJ Jazzy Jeff & Hoops Legends

MUL Boom Shaka Lakas Logo

“Boomshakalaka” won’t just be another iconic line belted by NBA JAM announcer Tim Kitzrow because Michelob ULTRA is on fire and 1993 is in the air. Michelob ULTRA, the NBA’s official beer partner and a brand that always reminds us that joy is key, is bringing all the nostalgic feels to basketball fans around the world at NBA All-Star 2022, in honor of the league’s 75th anniversary.

Michelob ULTRA is encouraging fans to “Enjoy it Like It’s 1993” by bringing the excitement of the game to life both electronically and on the ground in Cleveland through a fire partnership with NBA JAM and some of the ’90s most renowned players, personalities, and musicians.

“There is something special about NBA JAM and the power it had to bring real joy to so many people over the years,” said three-time NBA champion and seven-time All-Star James Worthy. “I’m excited that Michelob ULTRA is giving me the opportunity to take a trip down memory lane with fellow legendary players and fans.”

To encourage people to ‘Enjoy It Like It’s 1993,’ the outstanding light beer is ready to take fans on a nostalgic voyage through the 1990s:

During NBA All-Star 2022, only select local bars in Cleveland, Rocket Mortgage FieldHouse, and Boom Shaka Laka’s barcade will sell NBA JAM-inspired, limited-edition cans featuring memorable catch phrases and imagery from the game.

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Fan photographs will be converted into their own 16-bit avatar inspired by the game by tweeting a selfie to @MichelobULTRA with the hashtag #ULTRAJAM.

Fans can get apparel from the NBA Jam ‘Time Capsule Collection’ and ultra-exclusive premium products that will be dropping throughout NBA All-Star 2022, including limited special NBA JAM x ULTRA arcade systems, by visiting EnjoyItLikeIts1993.com, an amazing 90’s styled website.

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Michelob ULTRA has teamed up with original NBA JAM characters Clyde Drexler, Dikembe Mutombo, Dominique Wilkins, and James Worthy, as well as NBA luminaries Clyde Drexler, Dikembe Mutombo, Dominique Wilkins, and James Worthy, to remind us that ‘It’s Only Worth It If You Enjoy It.’

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“No video game displayed the joy of basketball quite like NBA JAM, from its iconic catchphrases to 2-on-2 gameplay or flaming balls; as a brand that champions the joy of the NBA, it made perfect sense for us to team up with this iconic franchise during NBA All-Star that celebrates the history of the NBA,” said Ricardo Marques, Vice President of Marketing, Michelob ULTRA. 

Michelob ULTRA will bring NBA JAM to life by transforming a local Cleveland pub into ‘Boom Shaka Lakas,’ a nostalgic ’90s arcade where fans can hang out during NBA All-Star 2022. Fans may look forward to seeing:

  • Musical performances by Grammy-nominated artist and hip-hop icon Fat Joe and a surprise guest appearance 
  • Spin sets by hidden NBA JAM character and iconic DJ Jazzy Jeff
  • Meet & greets with NBA JAM legends throughout the weekend including:
    • James Worthy – 3:30 – 5:00p.m. on Saturday, February 19 
    • Clyde Drexler – 4:30 – 6:00p.m. on Saturday, February 19
    • Dominique Wilkins – 4:00 – 5:30p.m. on Sunday, February 20
    • Dikembe Mutombo – 4:30 – 6:00p.m. on Sunday, February 20
  • Special appearances by the voice of NBA JAM, Tim Kitzrow
  • Limited-edition collab merchandise made in partnership with Ohio-based apparel company Homage, plenty of Michelob ULTRA, unlimited NBA JAM arcade plays and more

Boom Shaka Laka’s will be open to fans beginning Friday, February 18 through Sunday, February 20, 12 p.m. – 1 a.m. EST. 

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Head to EnjoyItLikeIts1993.com and keep those eyes peeled on @MichelobULTRA #ULTRAJAM on social media to stay up-to-date and see how Michelob ULTRA is heating up during NBA All-Star 2022.

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