John Sciulli/Getty Images for Banana RepublicIt's NBA All-Star Weekend in Los Angeles, and the brands are activating. You don't have to follow retail news closely to know that Banana Republic, its parent company Gap Inc. and mall stores in general are struggling. Capitalizing on the buzz around All-Star Weekend, Banana Republic tapped its long-running style ambassador Kevin Love, of the Cleveland Cavaliers, for an appearance at its two-level flagship within the Grove shopping complex. "There’s an energy around All-Star Weekend that is a great way to amplify the announcement," Banana Republic CMO Mary Alderete told me by e-mail. ... Having a presence at NBA All-Star Weekend is an exciting new way to engage with our customers."

Source: Forbes February 16, 2018 18:00 UTC