The NBA announced on January 18, 2026, that the KPop boy group CORTIS had been selected as Friends of the NBA. The Friends of the NBA program connects the league with artists and influencers across the Asia Pacific region to reach fans in novel ways. Through this collaboration, CORTIS will participate in official NBA events, attend games, create exclusive content, and work on branded apparel and merchandise. The group will also take part in promotional campaigns connected to the league.
The “Lullaby” hitmakers shared that the partnership is an important milestone in their career and reflects values they relate to. The group’s creative philosophy, described as “Color Outside the Lines,” corresponds with the NBA’s emphasis on creativity, individuality, and challenge.
“Joining the ‘Friends of the NBA’ is a milestone we never imagined achieving early in our debut. We aim to ‘Color Outside the Lines’ and present music that defies conventions. That’s why we deeply resonate with the NBA’s creative and challenging spirit. We are genuinely excited to represent the NBA and connect with fans through this special collaboration where sports and culture intersect,” the group said.
On a similar note, Wayne Chang, Managing Director of NBA Asia, stated that the collaboration highlights the strong connection between sports and music, noting that both industries share passionate global fan communities.
“K-pop shares many commonalities with the NBA in terms of passion, creativity, and a global fanbase. Next month’s All-Star event in Los Angeles will be the starting point for delivering unforgettable experiences that combine the artistry of basketball and K-pop to fans worldwide, alongside CORTIS.”
The announcement follows confirmation that CORTIS will headline the NBA Crossover concert series on February 12, 2026, at the Los Angeles Convention Center. This performance will take place during the 2026 NBA All-Star Week, which makes CORTIS the first KPop group to headline an official All-Star-related concert. Additional details about the partnership and upcoming activities will be released through the NBA’s official platforms and global fan channels.