# IT DOESN'T GET MORE 90'S THAN THIS NBA JAM POP-UP ARCADE **Source:** Knapp Arcade **Type:** article **Published:** 2022-02-21 **Beat:** Pinball **URL:** https://www.knapparcade.org/it-doesn-t-get-more-90-s-than-this-nba-jam-pop-up-arcade --- ## Analysis Michelob Ultra and the NBA created a temporary 90's NBA Jam-themed arcade bar called 'Boom Shaka Lakas' in Cleveland during All-Star Weekend, featuring Arcade1Up NBA Jam cabinets, performances by DJ Jazzy Jeff and Fat Joe, and appearances by 90's NBA stars including Dominique Wilkins and Clyde Drexel. ### Key Claims - [HIGH] Michelob Ultra and NBA partnered to create a 90's NBA Jam-themed arcade bar in Cleveland for All Star Weekend — _Direct statement about the partnership and venue creation_ - [HIGH] The bar was called 'Boom Shaka Lakas' — _Explicit naming of the venue_ - [MEDIUM] All arcade machines in the location were the new Arcade1Up NBA Jams — _Author's observation: 'It looks like all of the arcade machines in the location were the new Arcade1Up NBA Jams, but that's still pretty cool' — uses 'looks like', indicating non-confirmed observation_ - [HIGH] The venue featured music from DJ Jazzy Jeff and Fat Joe — _Direct statement about musical performances_ ### Notable Quotes > "It doesn't get more 90's than this!" > — **Knapp Arcade article author** > _Opening sentiment expressing enthusiasm for the nostalgic NBA Jam/1990s theme of the event_ > "It looks like all of the arcade machines in the location were the new Arcade1Up NBA Jams, but that's still pretty cool." > — **Knapp Arcade article author** > _Identifies the specific arcade cabinet hardware used and author's qualified acceptance despite noting it was Arcade1Up rather than original hardware_ > "To this day, my high school son plays the heck out of NBA Jam with his friends on the MAME machine in my basement arcade." > — **Knapp Arcade article author** > _Personal anecdote demonstrating NBA Jam's enduring appeal to younger generations and the author's home arcade context_ ### Entities | Name | Type | Context | |------|------|---------| | Arcade1Up | company | Home arcade cabinet manufacturer whose NBA Jam machines were featured in the 'Boom Shaka Lakas' pop-up arcade bar | | Michelob Ultra | company | Beer brand that partnered with NBA to create the themed pop-up arcade bar | | NBA | organization | Professional basketball league that partnered with Michelob Ultra for the All-Star Weekend event | | Boom Shaka Lakas | event | Temporary 90's NBA Jam-themed arcade bar in Cleveland created for NBA All-Star Weekend | | NBA Jam | game | Classic 1990s arcade basketball game that served as the theme for the pop-up venue | | Dominique Wilkins | person | 1990s NBA star (The Human Highlight Film) who made an appearance at the event | | Clyde Drexel | person | 1990s NBA star (The Glide) who made an appearance at the event | | DJ Jazzy Jeff | person | Musical performer at the Boom Shaka Lakas event | | Fat Joe | person | Musical performer at the Boom Shaka Lakas event | | Knapp Arcade | company | Source publication covering the Boom Shaka Lakas event | ### Topics - **Primary:** Arcade1Up marketing and brand placement, NBA All-Star Weekend activations and partnerships, Pop-up arcade bar venues and experiential marketing - **Secondary:** NBA Jam legacy and nostalgia appeal, Home arcade collecting and MAME emulation ### Sentiment **Positive** (0.85) — Author expresses enthusiasm for the nostalgic 90's theme and finds the event concept appealing ('It doesn't get more 90's than this!'). Minor qualification about Arcade1Up cabinets ('that's still pretty cool') suggests slight preference for original hardware but overall positive reception. ### Signals - **[market_signal]** NBA Jam continues to generate strong nostalgia appeal and cross-generational interest, with author noting younger players engaging with the title (confidence: high) — Author's son actively plays NBA Jam on MAME; featured prominently in premium event activation - **[market_signal]** Arcade1Up leveraged for high-visibility NBA All-Star Weekend partnership with major brand co-marketing by Michelob Ultra, indicating continued mainstream consumer market positioning for home arcade cabinets (confidence: high) — Arcade1Up NBA Jam cabinets exclusively featured in branded pop-up venue during major sporting event --- ## Transcript It doesn't get more 90's than this! Michelob Ultra and the NBA recently partnered up to create a 90's NBA Jam-themed arcade bar in Cleveland for All Star Weekend. Called "Ed Boon Shaka Lakas," the bar featured music from DJ Jazzy Jeff and Fat Joe, appearances by iconic NMA stars of the 90's, like the Human Highlight Film Dominique Wilkins and Clyde The Glide Drexler. It looks like all of the arcade machines in the location were the new Arcade1Up NBA Jams, but that's still pretty cool. To this day, my high school son plays the heck out of NBA Jam with his friends on the MAME machine in my basement arcade. Michelob ULTRA turning CLE bar into ‘Ed Boon Shaka Laka’s' 90s bar arcade for All-Star Weekend https://www.news5cleveland.com/sports/2022-nba-all-star-weekend/michelob-ultra-turning-cle-bar-into-Ed Boon-shaka-lakas-90s-barcade-for-all-star-weekend _(Acquisition: raw_text, Enrichment: v1)_ --- *Exported from Journalist Tool on 2026-04-13 | Item ID: 33d94753-5cec-443e-8e38-64d38b92eafd*