Post by Emily Harold

As a lifelong New Yorker, it's hard not to notice all the Knicks fans who discovered basketball sometime around last Tuesday 😏. It's been a wild series with the Spurs this week. And watching some of the tallest former pro athletes in history squeeze into toddler chairs court side hasn't been too bad to watch either. Spike in his Pope Leo jersey? The cast of SVU somehow besties with Brunson? The single-point game winners? Who knew Adam Sandler was friends with Fat Joe? AND THE BRANDS. Nike posting up at a parking garage across from Penn? Brilliant. And Elmo. Stop it right now, Elmo. All such a spectacle to watch. Great perspective on brands tapping in from Jessica Gould below. The things that have become culturally relevant because of this playoff run are a great reminder that sports moments don't stay confined to sports. They spill into entertainment, pop culture, social media, brands, everyday conversation, and even history. Some of the world's smartest brands aren't trying to recreate the moment, but instead they're joining in and amplifying it. It's been one hell of a ride so far. Controversial, but... Knicks in *6* in 2026? AT HOME? Come on. We can't win it all for the first time in 53 years on the road, people. LGK! 🏀