Metaverse maker, MeetKai, has joined forces with THINK450, the innovation and partnership engine of the National Basketball Players Association (NBPA) on a new metaverse aimed at elevating fan engagement.

The companies used CES 2024 as the stage to provide a first glimpse of the upcoming NBPA metaverse. Accessible via mobile devices or web browsers, the metaverse offers fans a new way to engage with their favourite athletes.

The digital realm features a replica of 'The Brotherhood Deli', a fan pop-up shop that first appeared in Las Vegas in 2023. The virtual store boasts a shoppable wall of player-endorsed brands and exclusive player-inspired merchandise.

As well as the virtual shopping experience, fans can personalise their 3D avatars, interact with NBPA members' avatars and other fans, browse merchandise, discover new products, and virtually try on apparel. Additional features are set to roll out throughout the season, including virtual meet and greets with players, a media lounge with exclusive NBPA content previews, and gamified contests.

"We are excited to partner with MeetKai to expand The Brotherhood Deli into a metaverse experience," President of THINK450, Que Gaskins, said. "The Brotherhood Deli pop-up is a great opportunity for the basketball community to shop for what I have coined, player "F.I.R.E." (Founded, Invested, Respected, or Endorsed) brands. By expanding The Brotherhood Deli into a metaverse experience, we provide proximity and access to a larger audience while building a community where fans and players can engage on a deeper level."

The National Basketball Players Association is the union for current professional basketball players in the National Basketball Association (NBA). Established in 1954. THINK450 is the innovation and partnership engine of the NBPA.

MeetKai Co-Founder and Executive Chairwoman, Weili Dai, was thrilled the NBPA has chosen and deployed its technology for its virtual experience.

"From working with the Drone Racing League to the Charlotte Hornets, MeetKai rose the technology bar in delivering cost-effective solutions and immersive experiences in the sports world. Collaborating with the NBPA is a natural extension for us and we look forward to a very successful, long term partnership," Dai said.

MeetKai Co-Founder and CEO, James Kaplan, was also honoured to be part of the latest launch.

"THINK450 has always been at the forefront of creating innovative and engaging partnerships and experiences, so we're proud to join forces to create an interactive shopping experience that connects them closer with the sport they love," he said.

MeetKai is set to reveal other upcoming metaverse launches at CES 2024 developed in collaboration with leading brands and advancements of its Generative AI platform.

Among these is Tripadvisor, which has struck a partnership with MeetKai to enable travel enthusiasts to remotely experience new landscapes, landmarks and cultures from around the world. The metaverse will include multiple interactive experiences that mimic the in-real-life travel experience, set to launch later this year.

Furthermore, AI SaaS company, askROI, is leveraging MeetKai's search and Generative AI platform, initiating pilot programs with over 10 companies.