The Spurs have always belonged to San Antonio. The I-35 Series was built on the idea that they could belong to something bigger. Playing at UT's Moody Center, the series brought regular-season basketball to Austin. Two cities, one culture, one team. A natural expansion for a franchise that had always represented something larger than its zip code.

In the days leading up to tip-off, Spurs Week activates the city with immersive fan experiences and cultural touchpoints. From block parties and café takeovers to pop-ups featuring exclusive merchandise, the program embeds the Spurs into Austin’s neighborhoods and daily rhythms. Branded pedicabs move fans through the city while custom murals and local partnerships create visual moments that blend basketball with Austin’s creative spirit.

Creatively, the I-35 Series became an opportunity to build a flexible visual and experiential platform that could live both in San Antonio and Austin. Campaign storytelling, digital content, and environmental design worked together to carry the Spurs brand across city blocks, venues, and social feeds alike.