The San Antonio Spurs’ I-35 Series extends the brands presecnce beyond San Antonio, bringing two regular-season home games each season to Austin’s Moody Center. Designed to deepen the Spurs’ connection across Central Texas, activating a growing fanbase in Austin, the series positions the Spurs as a regional brand representing the broader culture of Central and South Texas. The result positioned the Spurs not simply as San Antonio’s team, but as a shared community and passion for basketball and the lifestyle of sport along the I-35 corridor.

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.