“Boomshakalaka” won’t be just another iconic line to be belted out by NBA JAM announcer Tim Kitzrow as Michelob ULTRA burns and is up in the air in 1993. Michelob ULTRA, the Official Beer Partner of the NBA and a brand that always reminds us that joy is key, brings all the nostalgia to basketball fans around the world at the NBA All-Star 2022 in honor of the league’s 75th anniversary .
Michelob ULTRA encourages fans to enjoy “Enjoy it Like It’s 1993” by bringing the excitement of the game to life both electronically and locally in Cleveland through a fire partnership with NBA JAM and some of the most iconic players, personalities and personalities of the ’90s awakens musicians.
“There is something special about NBA JAM and the power it has 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 am delighted that Michelob ULTRA is giving me the opportunity to take a journey down memory lane with other legendary players and fans.”
To encourage people to enjoy “Enjoy It Like It’s 1993,” the outstanding lager is ready to take fans on a nostalgic trip back to the 1990s:
During NBA All-Star 2022, only select local bars in Cleveland, Rocket Mortgage FieldHouse and Boom Shaka Laka’s Barcade will be selling limited edition NBA JAM-inspired cans featuring memorable catchphrases and imagery from the game.
Fan photos are 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 dropping during NBA All-Star 2022, including limited-edition special NBA JAM x ULTRA arcade systems by visiting EnjoyItLikeIts1993.com an amazing 90’s style website.
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 just worth it.” If you enjoy it.’
“No video game showcased the joy of basketball quite like NBA JAM, from its iconic catchphrases to 2v2 gameplay or flaming balls; As a brand dedicated to the joy of the NBA, it made perfect sense for us to partner with this iconic franchise during the NBA All-Star, which celebrates NBA history,” 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 for fans to hang out during NBA All-Star 2022. Fans can look forward to seeing:
- Musical performances by Grammy-nominated artist and hip-hop icon Fat Joe and a surprise guest appearance
- Spin sets from the hidden NBA JAM character and legendary DJ Jazzy Jeff
- Meet & Greets with NBA JAM Legends throughout the weekend including:
- James Worthy – 3:30pm – 5:00pm on Saturday 19 February
- Clyde Drexler – 4:30pm – 6:00pm on Saturday 19th February
- Dominique Wilkins – 4pm – 5:30pm on Sunday 20th February
- Dikembe Mutombo – 4:30pm – 6:00pm on Sunday 20th February
- Featured appearances by the voice of NBA JAM, Tim Kitzrow
- Limited edition merchandise made in partnership with Ohio-based apparel company Homage, tons of Michelob ULTRA, unlimited NBA JAM arcade games and more
Boom Shaka Laka’s will be open to fans Friday, February 18 through Sunday, February 20 from 12:00 p.m. to 1:00 a.m. EST.
Visit EnjoyItLikeIts1993.com and keep an eye out for @MichelobULTRA #ULTRAJAM on social media to stay up to date and see how Michelob ULTRA is heating up during NBA All-Star 2022.