NBA(The National Basketball Association) announced on January 18 that the K-pop group CORTIS has been appointed as 'Friends of the NBA'. This program is a collaboration between the NBA and celebrities or influencers in the Asia-Pacific region designed to engage fans through new and creative methods. As part of this role, the five members will participate in various activities, including attending official games and events, creating exclusive content, co-developing branded apparel and merchandise, and participating in league promotional campaigns.
CORTIS expressed their excitement about the partnership, stating that joining 'Friends of the NBA' is a significant milestone they had not imagined achieving so early in their career. The group, whose philosophy is centered around the concept of 'Color Outside the Lines', noted a deep resonance with the NBA's spirit of creativity and challenge. They shared their enthusiasm for representing the NBA through this unique intersection of sports and culture. Wayne Chang, the NBA Asia Managing Director, emphasized that the inclusion of CORTIS demonstrates the powerful synergy between sports and music, noting that K-pop and the NBA share common values of passion, creativity, and a dedicated global fandom.
This announcement follows news that CORTIS will headline the 'NBA Crossover concert series' at the Los Angeles Convention Center on February 12, 2026. They are the first K-pop artists to perform as headliners during the 2026 NBA All-Star week, a feat that has already drawn significant attention from international fans. According to Wayne Chang, the upcoming All-Star events in Los Angeles will serve as a starting point for providing an unforgettable experience that combines the artistry of K-pop with the excitement of professional basketball. Further details regarding the collaboration will be released through the official NBA website and the global fan platform Weverse.
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