TikTok allows us to engage with our fans – especially those in a younger demographic – in a bold new way: by giving them the tools and the platforms to tell their own stories around a central theme. This opportunity fit perfectly with our All-Star strategy. At a time in the year when the NBA is celebrating the unique, world-class skills of its players, fans around the world were given a chance to show off their own skills. Whether it was hoops, comedy, music or…carving a potato to look like Bill Nye, they delivered. And as the world’s greatest basketball players took center stage, fans took their share of the spotlight as well.