NBA All-Star Weekend Pop-Up Events Transform Union Square

San Francisco, California — Union Square is set to buzz with excitement as NBA All-Star Weekend approaches, with a variety of pop-up activities planned from February 11 to February 14. The Golden State Warriors and the NBA are spearheading efforts to revitalize Powell Street, transforming it into “NBA All-Star Alley.” This vibrant initiative coincides with the annual All-Star Game, which takes place at Chase Center on February 14.

According to a press release, the weekend will feature pop-up stores operated by notable NBA partners including American Express, Bleacher Report, Foot Locker, and Puma. The stores will line Powell Street from Market Street to Union Square, with cable cars also donning “All-Star 2025” branding.

“The pop-up experiences are designed to engage fans and create a festive atmosphere in the heart of San Francisco during this monumental basketball weekend,” a spokesperson from the Warriors stated.

In addition to shopping, attendees can expect interactive entertainment, including live podcast recordings and appearances from NBA players and legends. The Warriors will operate a special storefront featuring player signings and DJ performances, showcasing their entertainment and content affiliate.

Launching on Thursday, there will also be an NBA All-Star-themed mural painting led by artist Rachel Wolfe-Goldsmith. This project is part of a broader collaboration with local organizations that have previously created murals across various Bay Area locations.

Union Square will feature a custom-designed basketball court, adding to the festive atmosphere. According to the Warriors, community events including basketball clinics, shooting contests, and surprise NBA player appearances are all on the weekend agenda.

In collaboration with the San Francisco African American Chamber of Commerce, the NBA is also presenting a “Hoops & Heritage” showcase. This initiative aims to celebrate local culture and community, featuring over 30 diverse small businesses. Festivities will include pilates and painting classes, as well as musical performances.

The promotional activities come at a time when Union Square has been grappling with a changing retail landscape, attributed to the effects of the COVID-19 pandemic. Nevertheless, local businesses are looking to capitalize on the All-Star Weekend to attract foot traffic.

Adding to the excitement, San Jose-based Shoe Palace will celebrate the grand opening of its new store in Union Square on February 11, featuring Curry-branded shoes. Foot Locker will also host a two-story pop-up just across from Walgreens, offering multiple interactive experiences and opportunities for product customization.

The pop-up will complement other establishments such as Puma’s pizza-themed experience and a collaborative store with New Balance and Los Angeles-based Bricks & Wood, enhancing the basketball-themed festivities in the area.