CORTIS Becomes Official Friends of the NBA, Set for All-Star Weekend Spotlight

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K-pop boy group Cortis has been named an official participant in the NBA’s global promotional program Friends of the NBA, marking a major crossover between Korean pop and international sports branding.

Selected by NBA Korea, the five-member group Martin, James, Juhoon, Seonghyeon, and Keonho will serve as global ambassadors supporting NBA events, digital content campaigns, and collaborative merchandise initiatives. The partnership positions CORTIS as part of the league’s expanding entertainment-driven outreach to younger international audiences.

Cortis Update Stories on Instagram Account:

NBA Korea representative Wayne Chang praised the group’s selection, noting that CORTIS’ vibrant musical identity and youthful energy align naturally with basketball’s culture of movement and creativity. The collaboration follows similar NBA partnerships with other K-pop acts in recent years, highlighting the league’s growing focus on the genre’s global fan communities.

The announcement arrives as CORTIS continues gaining momentum following their debut mini-album Color Outside the Lines, which has drawn steady streaming growth and increasing international attention. As part of their new role, the group is scheduled to headline NBA Crossover Opening Night on February 12 at the Los Angeles Convention Center. They will also perform during NBA All-Star Weekend from February 13 to 15.

Additional behind-the-scenes content, fan engagement events, and limited-edition merchandise collaborations are expected to roll out alongside their NBA appearances.

With music, fashion, and sports now intersecting, CORTIS’ appointment signals a strategic step forward both for the group’s global expansion and the NBA’s evolving entertainment partnerships.

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