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Sneakers June, 14 2010

Highsnobiety Feature: World Basketball Festival

Tradition. Love. Innovation.

Converse. Jordan Brand. Nike.

Three brands, three themes, colliding in a massive celebration of the game that’s fueled them all – basketball.

Last week in New York, Nike announced the “World Basketball Festival” (“WBF”), a three day blowout set for August 12-15 in New York City. Three pivotal locations are tapped for events – Madison Square Garden, Times Square, and Rucker Park.

Most obvious is Madison Square Garden. “The World’s Most Famous Arena” plays host to two international friendlies ahead of the FIBA 2010 World Championships (taking place in Turkey from late August). The FIBA tournament provides the hook for the festival, as global interest in the game fuels competition and ignites passion. Games between the United States and France, and China and Puerto Rico, cap off the event.

Nike, Inc.’s partnership with USA Basketball comes clear in the games. Jerry Colangelo, director of USA Basketball, recognizes the increased importance of the World Championships, and the necessity of showcasing American attention to the global game.

Read the full feature here…

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