Global retail and shopping service, Klarna, is focusing on a new interactive experience that will utilise the firm’s relationship with the Chicago Bulls for increased basketball fan engagement. 

During NBA ‘All-Star Weekend’, Klarna will be hosting their ‘All-Star Vault’ in which the group is aiming to merge basketball and fashion cultures. 

The ‘buy now pay later’ company will host its pop-up event on Cleveland Public Square from February 18-20, giving fans the opportunity to win several rare basketball sneakers, compete in various activities and even get the chance to vote on what All-Star, Zach LaVine, will wear in the pre-game tunnel of the All-Star game. 

The Chicago Bulls guard commented on the similarities of basketball and fashion cultures: “In a way, shopping is like a game in and of itself – you’re always hoping to get lucky on the new drop or find something fresh on a deal.”

Klarna has been long exploring fan interaction with the basketball culture. When Washington Wizard forward, Kyle Kuzma, famously wore a pink sweater pre-game, Klarna saw a 300% increase in men’s pink sweaters. 

‘We’re excited to unveil the ‘Klarna All-Star Vault,’ our first-ever consumer activation in sports, to celebrate this history together with fans,” stated Klarna’s Chief Marketing Officer, David Sandström. 

“As one of the most beloved sports around the world with over two billion fans globally, basketball has had an undeniable impact on our culture as well as the fashion and retail industries.”

Klarna is weighing up plans in organising a funding round that could see its valuation soar to $60 billion, according to The Telegraph, as the firm continues its expansion and looks to accelerate growth.

The Swedish company already has a multi-year partnership with the Chicago Bulls and also became a founding partner of NWSL (National Women’s Soccer League) outfit Angel City F.C.