Inside Amex's NBA 2K23 Activation, Which It Built to Drive Gen Z Love

The brand is ramping up its esports initiatives to connect with younger consumers

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American Express—which has made immersive experiences core to its identity alongside generous member benefits and small-business advocacy—went hard in the paint for its latest activation. 

The brand hosted the American Express x NBA 2K23 Lab in New York’s Soho neighborhood Dec. 8-11, giving fans of the league a chance to score more than just points. 

The pop-up—produced by Momentum Worldwide—was open to both Amex cardholders and the public and featured perks such as complimentary sneaker cleanings by premium shoe care brand Jason Markk and haircuts by upscale barbershop Filthy Rich.

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