• by Teresa Buyikian , April 23, 2025

Retail store windows frequently change with the season, or to display new products. However several NBA Store windows across the U.S. are changing for a different reason.

Michelob Ultra’s latest guerilla marketing effort took over select NBA retail storefront displays, using mannequins to “recreate off-the-court scenes.” Transformed by a street team overnight, typical NBA storefronts turned into Michelob Ultra red, white and blue displays, with the mannequins sporting Michelob Ultra branded athletic attire and showcasing their “fit and energic lifestyles.”

But come evening, the windows change again The mannequins now move to a “more relaxed, social vibe, enjoying life and sipping on Michelob Ultra.” Per the brand the evening scenes “capture the essence of unwinding after a day of activity and personify the social athlete.”

“As the global beer sponsor of the NBA, Michelob Ultra is committed to creating memorable experiences for NBA fans and social athletes alike,” said Ricardo Marques, senior vice president of marketing for Michelob Ultra. “We know that friendly competition is more enjoyable if there’s something on the line, and we wanted to use these mannequins to show the world that after a long day of play, Michelob Ultra  is worth playing for.”

Michelob Ultra launched the storefront campaign at the NBA’s flagship store on Fifth Ave. in  New York City. The store takeover then expanded to other NBA retail locations, including team stores for the Golden State Warriors in San Francisco, the Los Angeles Lakers in Los Angeles and the Philadelphia 76ers in Philadelphia. The campaign continues to roll out to 26 NBA and team stores across the country. A highlight reel on the activation can be seen here.

Since taking the helm as the official beer sponsor of the NBA, Michelob Ultra has launched the Ultra Courtside immersive virtual arena and continues to highlight player fashions with the new #ULTRADrip Cam. Consumers can also enter the beer brand’s Courtside Sweepstakes for a chance to win NBA VIP experiences, exclusive memorabilia and the player interaction.