SUMMER JAM
Summer Jam, Australia’s biggest basketball festival, returned to St Kilda in February for its 13th edition, once again delivering a high-energy fusion of sport, culture, and music. Powered by Foot Locker and Jordan, this year’s event drew record record crowds and showcased top-tier talent both on and off the court, solidifying its place as a must-attend spectacle.
Summer Jam 2025 highlights included:
An intense battle for the $20,000 championship prize across men’s and women’s competitions, featuring a blend of international and homegrown talent.
The debut of Australia’s first-ever Creators Cup, featuring basketball-aligned influencers in a Melbourne vs Sydney showdown, stacked by American streetball YouTubers Cam Wilder and K-Showtime.
The International Dunk Contest showcased creative and incredibly athletic performances. The British “Royal Guard” claimed the title after leaping over a motorcycle to earn a perfect score.
The courtside lineup was equally impressive, with global superstar Drake stunning guests with a surprise appearance! Summer Jam also welcomed Australia’s beloved pop star Tones & I, basketball royalty Chris Goulding, Alice Kunek, and Bec Cole, alongside AFL stars Christian Petracca, Isaac Quaynor, and Tayla Harris. Former NBA Lakers star Lance Stephenson took centre stage as the event ambassador, judging the dunk contest, engaging in major media opportunities, and closing the event with an epic DJ set for all of the attendees and staff.
Our strategy focused on generating pre-event momentum and securing earned media, positioning Summer Jam and its founders, Daniel Ella and Eamon Larman-Ripon, as champions of community, culture, and inclusivity.
On the ground, we hosted over 35 media representatives to experience and cover the event. We leveraged key moments and the talent in attendance to maximise interest and generate exposure for Summer Jam 2025.
The campaign secured over 300 editorial pieces, reaching more than 7 million people.
Summer Jam continues to push boundaries and expand its cultural impact, and 2025 marked yet another milestone for the festival.
