- OG Anunoby and Essentia Water launched "The Essentia Supercharged Court" in Times Square on August 18, 2026.
- The free event featured interactive basketball challenges and recreated Anunoby’s iconic Game 4 buzzer-beating tip-in.
- The activation anchors Essentia’s "Change the Equation" marketing platform focused on peak performance and hydration.
- The partnership expands Anunoby’s endorsement portfolio following his brand ambassador deal with Skechers.
Essentia Water brought high-energy hoops to the heart of Midtown Manhattan by partnering with New York Knicks star OG Anunoby. On Tuesday, August 18, 2026, the brand transformed Times Square into “The Essentia Supercharged Court” between 42nd and 43rd Streets.
The free, open-to-the-public activation brought Essentia’s “Change the Equation” campaign directly to local fans. Attendees walked through an arena-style tunnel, took part in basketball drills, and drank ionized alkaline water.
A major highlight of the afternoon arrived when Anunoby teamed up with Brooklyn’s Gersh Park Basketball team to recreate his legendary Game 4 buzzer-beater tip-in.
This event represents Anunoby’s first official campaign with Essentia Water. The two-way forward has rapidly grown his commercial profile since signing his long-term deal in New York and winning an NBA title. In July 2025, Anunoby also joined footwear giant Skechers as an official brand ambassador.
Anunoby’s live pop-up reflects a wider trend of elite athletes driving major beverage campaigns. Earlier this year, football icon Tom Brady introduced his own drink line when he partnered with Gopuff to launch a Good Nut organic coconut water campaign.
In the WNBA, guard Sophie Cunningham took a similar step after she teamed up with Once Upon a Coconut to champion healthy hydration. Former NBA champion Dwyane Wade also made waves when he partnered with Cann on a new Half & Half flavor.
For Essentia Water, recruiting Anunoby continues a long track record of working with sports stars and artists. The brand previously signed NFL quarterback Patrick Mahomes, NBA All-Star Jimmy Butler, and multi-platinum singer Tate McRae to anchor national campaigns.
Takeaways
Experiential marketing is quickly becoming the gold standard for beverage brands that want to cut through everyday media noise.
Rather than relying solely on billboards or digital ads, Essentia Water turned Times Square into an active basketball playground, giving fans a physical experience tied to real athletic drama.
Recreating a championship moment builds an authentic emotional connection between the player, the fans, and the product.
As Anunoby cements his status as a beloved New York sports figure, local live events like this allow brands to convert citywide sports passion into long-term customer loyalty.
Will more lifestyle and beverage brands swap traditional television commercials for interactive urban pop-ups? Can OG Anunoby’s growing brand portfolio turn him into one of the most commercially sought-after forwards in basketball?
