UMGB partnered with Cetaphil to launch Canada Basketball’s annual GLOBL JAM tournament with an exclusive live music experience at UMC’s Academy event space. Bringing together athletes, creators, and fans, the intimate event featured performances by XO artist Chxrry and UMC’s Preston Pablo for a curated audience of 100 guests. In addition to the live experience, UMGB captured premium content for artist social channels, extending the event’s reach and amplifying Cetaphil’s partnership with Canada Basketball. The result was an authentic cultural moment that positioned the brand at the intersection of sport, music, and Gen Z culture.
