Before "Kobe!" was the rally cry of shooting your shot, "Boomshakalaka!" or "He’s on fire!" was often heard on many a court, thanks to the iconic NBA Jam video game franchise from the 90's.
As the official beer partner of the NBA, Michelob Ultra is bringing back those nostalgic feels to basketball fans everywhere during NBA All-Star 2022 this weekend, in celebration of the league's 75th anniversary.
Through a partnership with the EA Sports franchise and some of the '90s most legendary players and personalities, Michelob Ultra is encouraging fans to "Enjoy it Like It's 1993" by bringing the game to life both virtually and on-the-ground in Cleveland.
To transport fans back to the 90s, the beer brand is releasing NBA Jam-inspired, limited-edition cans featuring iconic catch phrases and images from the game in select bars around Cleveland, Rocket Mortgage FieldHouse and Boom Shaka Laka's barcade (a retro '90s barcade pop-up) during NBA All-Star 2022.
By tweeting a selfie to @MichelobULTRA using #ULTRAJAM, fan photos will be transformed into their own individual 16-bit avatar inspired by the game.
You can head to EnjoyItLikeIts1993.com to score merch from the NBA Jam 'Time Capsule Collection' and ultra-limited premium items that will be dropping throughout NBA All-Star 2022, including limited custom NBA JAM x ULTRA arcade consoles.
Michelob Ultra has also partnered with original NBA Jam characters and legends Clyde Drexler, Dikembe Mutombo, Dominique Wilkins and James Worthy as well as NBA Jam in-game announcer Tim Kitzrow to remind us of the joy the game brings.
Boom Shaka Lakas 
NBA JAM ‘Time Capsule Collection’ 
NBA JAM ‘Time Capsule Collection’
"There is something special about 'NBA JAM' and the power it had to bring real joy to so many people over the years," said three-time NBA champion and seven-time All-Star James Worthy. "I'm excited that Michelob Ultra is giving me the opportunity to take a trip down memory lane with fellow legendary players and fans."
If you’re in Cleveland this weekend, you can experience the 90s IRL via Boom Shaka Lakas. The experience will include performances by Fat Joe and DJ Jazzy Jeff as well as meet & greets with the NBA legends mentioned above.
