Tunnel Walk

Driving cultural relevance at the heart of the NBA All-Star week

Jaguar’s Tunnel Walk entrance was the VIP hotspot at the NBA All-Star Week 2025 in San Francisco.

A VIP portal to the LO KEE x SEI LESS parties, the stunning tunnel entrance, immersed over 1200 guests in the world of the Jaguar Type 00. Fans, influencers, and media experienced Jaguar’s creative and innovative spirit firsthand.

Conveying a physical manifestation of Jaguar’s recaptured ‘copy nothing’ ethos.

Conveying Jaguar’s creative spirit first-hand

The immersive tunnel experience brought Jaguar’s bold creative ethos to centre stage, giving guests a dramatic, star-quality entrance that embodied the spirit of originality. As the first public appearance of the Type 00 since its global debut at Miami Art Week, the installation showcased the vehicle as a striking symbol of Jaguar’s uncompromising “copy nothing” philosophy. The experience not only turned heads, it reinforced Type 00’s position as a bold cultural disruptor.

Merging sport with style (Jaguar is the secret sauce)

The Jaguar Tunnel Walk became a cultural moment in its own right, a curated space where elite athletes, tastemakers, and fans converged. It set the scene for basketball’s most stylish stars to debut their iconic Tunnel Outfits, transforming the space into the sport’s version of a fashion runway. This fusion of fashion, sport, and personality reflected Jaguar’s unique role in shaping culture beyond the automotive world – the true ‘secret sauce’ behind the moment’s impact.

For the audience

The Jaguar Tunnel Walk offered over 1,200 guests a truly unique experience during NBA All-Star Week. Attendees had the chance to step into the spotlight, express their individuality, and feel like stars, all set against the striking backdrop of the Type 00.

For the brand

Jaguar seized the cultural spotlight at NBA All-Star Week 2025 in San Francisco, using the event’s star power to introduce and celebrate the Type 00. The activation created a powerful intersection of sport, fashion, and culture, positioning Jaguar at the heart of one of the year’s most culturally influential moments.