The group CORTIS will take the lead in promoting the National Basketball Association.
The National Basketball Association (NBA) announced on the 18th (local time) that it had selected CORTIS (Martin, James, Juhun, Seonghyun, Geonho) as "Friends of the NBA." "Friends of the NBA" is a program through which the NBA collaborates with celebrities and influencers in the Asia-Pacific region to engage fans worldwide in new ways. The five members will participate in various activities, including attending games and official events, creating content, co-developing branded clothing and merchandise, and promoting the league. It is expected to showcase collaborations that break down the boundaries between sports and music.
CORTIS said, "Joining 'Friends of the NBA' is a milestone we never imagined we could achieve so early in our debut. We aim for 'Color Outside the Lines' and present music that is not constrained by conventions. That is why we deeply resonate with the NBA's creative and challenging spirit. We are truly excited to represent the NBA and meet fans through a special collaboration where sports and culture meet."
Wayne Chang, NBA Asia regional director, reiterated, "CORTIS's joining is a great example of the powerful synergy between sports and music." He also said, "K-pop shares many commonalities with the NBA in terms of passion, creativity and global fandom. The All-Star events in Los Angeles next month will be the starting point for an unforgettable experience for fans worldwide, combining the artistry of basketball and K-pop together with CORTIS."
Earlier, CORTIS were invited as headliners for the "NBA Crossover concert series" at the Los Angeles Convention Center on Feb. 12. This is a music performance held during 2026 NBA All-Star week, and these K-pop artists are the first to take the stage. The news of their selection as "Friends of the NBA" has further drawn worldwide fan attention.
Detailed collaboration plans between CORTIS and the NBA will be announced later, and the latest news can be found on the official website and on the global superfan platform Weverse.
[Photo] Provided by the NBA & BigHit Music.
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