What do you get when Thierry Henry, the Sidemen, and a Memphis Grizzlies superfan from Poland all roll into The O2? The return of NBA London of course. Proof that basketball’s cultural crossover is well and truly happening.

Invited by Footlocker, official NBA partner and long-time tastemaker in the sneaker space, we found ourselves among thousands of fans soaking up the NBA’s first regular-season game in the capital since 2019.

On the court, the Grizzlies cruised to a 126-109 win over the Orlando Magic, but off-court, the energy was the real headline. Timeout breaks turned into theatre, with a fan sporting a Chicago Bulls jersey scooping £5,000, a lucky few catching parachuting prizes and a lady turned hooper bagging herself a Tissot watch mid-game. Here I was thinking the Gunnersaurus Rex was the pinnacle of stadium entertainment … the NBA’s entertainment machine doesn’t miss.

And yes, the courtside celebrity roster was strong. Thierry Henry looked effortlessly regal as per, as well as ex Real Madrid footballer Marcelo Vieira who was joined by Sidemen stars Tobi, Simon and Ethan, a nod to the league’s sharp targeting of Gen Z fandom.

The crowd was as diverse as the entertainment, with French fans bridging the buzz from NBA Paris, die-hards in vintage gear and casuals curious about the hype. A Grizzlies supporter who flew in from Poland reminded us that basketball isn’t just surviving in Europe, it’s thriving. That’s no accident, either. With Manchester set to host its first NBA regular-season match in 2027, the UK’s place on the global basketball map is only getting bigger.

Sneakers, naturally, told a story of their own. Ja Morant’s Nike signature shoe was everywhere on the walk-in, alongside the Converse Shai 001s. In the last year these two silhouettes have begun crossing over into streetwear, slowly winning over Air Jordan purist. That said, it was clear that the Jordan 4 still has the UK footwear scene in a chokehold, and with good reason.

“Them AE 2s are comfy and I need those JAs,” one fan told us on our post. Another chimed in with a more cautious take: “Depends on the sole, if they’re built for hardwood, then they won’t last.” That tension between style and substance is where the battle for basketball’s streetwear crown is really playing out.

Obviously it isn’t just about looks, because Shai’s 001 is the cleanest basketball performance shoe we’ve had for a minute. People need the stories, moments and myth-making.

So imagine this: Ja Morant lacing up on a battered, uneven court in some sleepy English coastal town, draining buckets under grey skies and some local spectating seagulls. No fanfare or cameras, just the game. Would that scene be enough to seal the deal for UK streetwear? Maybe not overnight. But it would say something powerful. Although that’s just my two cents.

The NBA’s global expansion is more than just marketing, it’s a movement. It’s clear the game and culture are pushing far beyond the bright lights of London.

Footlocker knows this. The NBA knows this. And after Sunday's game, so do we.