Chapter
10
THE FUTURE OF FAN CONNECTION
Fans have been standing outside Madison Square Garden since early afternoon in anticipation of the evening’s basketball game—but the NBA’s Knicks, NCAA’s St. John’s, or high school’s McDonalds All Americans aren’t playing. They’re not looking for basketball in its purest form. They’re not here to see team defense, offensive rebounding, or midrange jump shots. And they’re not interested in who wins. They’ve come to the arena for a show, and it is Hot Sauce, Sik Wit It, Escalade, Half Man/Half Amazing, the Professor, and other nicknamed players who are the stars.
The sport is street ball, and the main event at Madison Square Garden is the And1 Mix Tape Tour. And1, a basketball shoe and clothing company, ...
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