CORTIS is stepping onto the court with the National Basketball Association.
The NBA announced on the 18th (local time) that CORTIS has been tapped as part of its Friends of the NBA initiative. The program teams the league with notable celebrities and influencers across the Asia-Pacific region to connect with fans in fresh ways. The group will take part in game and event appearances, original content, co-developing branded apparel and merch, and league promotions ― a crossover poised to blur the lines between sports and music.
“Joining Friends of the NBA is a milestone we never imagined hitting this early,” CORTIS said. “Our mantra is ‘Color Outside the Lines,’ and we’re all about music that breaks the mold ― which is why the NBA’s creative, go-for-it spirit resonates with us. We’re thrilled to represent the league and meet fans through a special collaboration where sports and culture collide.”
Wayne Chang, Managing Director of NBA Asia, underscored the synergy: “CORTIS joining the program is a strong example of the powerful connection between sports and music. K-pop and the NBA share passion, creativity, and global fandom. Next month’s All-Star festivities in Los Angeles will be the starting point for an unforgettable experience that fuses the artistry of basketball and K-pop with CORTIS.”
CORTIS was previously announced as the headliner for the NBA Crossover Concert Series on Feb. 12 at the Los Angeles Convention Center, part of 2026 NBA All-Star Week. They’re the first K-pop act to take that stage ― and the Friends of the NBA nod has only amplified the global buzz.
Details of the collaboration will roll out soon. Fans can catch updates on the official site (www.nba.com/CORTIS) and on Weverse.
(SBS Entertainment News | Kang Kyung-youn)