This is a cooperation program between the NBA and artists and influential people in the Asia-Pacific region, aiming to expand the approach to fans through creative forms, connecting sports with popular culture.
According to the announcement, in the new role, five members of CORTIS will participate in many NBA activities, including official matches and events, creating exclusive content for the digital platform, developing costumes, and participating in the league's promotional campaigns. The NBA expects this cooperation to bring a breath of fresh air in connecting with the young fan community globally.
Sharing about this milestone, CORTIS said that becoming "NBA Friends" is an achievement that the group did not expect to achieve early in their career. The band affirms the philosophy of "Color Outside the Lines" – breaking all frameworks that are in sync with the creative, competitive and constantly challenging spirit of the NBA. According to CORTIS, the intersection of music and sports is an opportunity for them to express their own identity, while connecting deeper with international fans.
Mr. Wayne Chang, CEO of NBA Asia, said that CORTIS' participation shows the combined strength between sports and popular music. He believes that K-pop and NBA share common values such as passion, creativity and owning a large and loyal global fan community. This is also the foundation for both sides to develop new experiences, beyond the framework of traditional sports events.
The cooperation announcement was made in the context that CORTIS is preparing to take on the role of main artist at the "NBA Crossover" concert series, taking place at the Los Angeles Convention Center on February 12, 2026. Notably, CORTIS is the first K-pop group to perform as a main artist within the framework of NBA All-Star Week 2026, a milestone that attracts great attention from the international fan community.
