• by Erik Oster , January 22, 2024

Frito-Lay’s Ruffles brand is returning  as title partner for the Ruffles NBA All-Star Celebrity Game for a third year, while extending an opportunity to fans to take the court themselves.

The’ “Ridgeline Unlocks” promotional giveaway from the official chip of the NBA and WNBA will give two winners a chance to become the first-ever fans to take pregame long-distance shots from the Ruffles Ridgeline – a 4-point line designed to resemble the ridges of the chip.

Ruffles athletes Jayson Tatum, forward for the Boston Celtics, and reigning WNBA Finalist A’ja Wilson, will be responsible for selecting the pair of winners, who will also receive  a VIP NBA All-Star experience package, including a trip for two to Indianapolis, a red-carpet appearance before the game, and a locker room tour.

The contest is now open, and will take entries through Jan. 31. To enter, interested fans can share a video on Instagram of themselves demonstrating their shooting range, using the hashtags “#RufflesRidgelineChallenge and #Entry,” or by sending a direct message to Ruffles’ brand account using the same hashtags.

Shot range is not the only criterion for winning, according to Wilson: “a standout personality and on-court attitude that demands the crowd's attention, that's what I will be looking for in the two fans selected," she said, according to a press release.

During the game itself, airing on ESPN beginning at  7 on, Feb. 16 – from Lucas Oil Stadium in Indianapolis – Ruffles will be gamifying the Ruffles Ridgeline feature as well. Shots made from behind the Ridgeline will unlock opportunities for fans to win such prizes as a a trip for two to the 2024 NBA Finals.

The brand is also employing an experiential activation to promote its NBA partner status during All-Star Weekend. On Feb. 17 and February 18,  it will be hosting a pop-up Ridgeline event at local streetwear shop Nap or Nothing, challenging fans to hit a long-range shot from the Ruffles Ridgeline to unlock prizes such as branded gear and an opportunity to meet Tatum and Wilson.