SLAMPAY X NBA STORE LAUNCH

Partnering with creative agency 2045, SPEAK Communications helped bring SlamPay to life - a world-first retail activation designed to transform the traditional checkout process into an interactive basketball experience.

Launched at the NBA Store Melbourne during the NBA x NBL Melbourne Series, SlamPay challenged customers to dunk on a 10-foot-high payment terminal to unlock exclusive offers and rewards. Designed to sit at the intersection of sport, technology and retail, the activation transformed a simple transaction into an immersive fan experience that captured the attention of basketball fans across Melbourne.

Working alongside the team at 2045, SPEAK led the end-to-end PR, talent and event communications programme, overseeing media relations, event management, talent procurement, content creation and stakeholder engagement. This included briefing and managing MC Peter Hooley, securing and facilitating media opportunities with NBA Hall of Famer Ray Allen, coordinating fan meet-and-greet experiences and managing the event run sheet from start to finish.

To amplify the launch beyond the basketball community, SPEAK curated a guest list of athletes, creators, media and cultural tastemakers. AFL stars Jack Ginnivan and Zak Butters joined basketball personality Jason Cadee and a range of sports and lifestyle creators at the event, helping generate authentic content and social conversation around the activation.

Leveraging the excitement surrounding the NBA's historic visit to Australia, the campaign generated widespread media coverage, creator content and fan engagement, positioning SlamPay as one of the standout activations of the NBA x NBL Melbourne Series. More than a product launch, the activation became a cultural moment that brought together basketball, entertainment and retail innovation, reinforcing the NBA Store Melbourne as a destination for fan-first experiences.