While celebrating NBA All-Star weekend, Hall of Famer Allen Iverson hosted The Allen Iverson All-Star Experience in Downtown Los Angeles to unveil his latest AI3 Project, D.N.A. of an Icon.

In addition to celebrity guests like Tony RockTwistaSteph LecorShiggyDreka Gates and more celebrating AI’s latest, limited collaboration, the private event featured catered food, drinks and an exclusive AI merch room; showcasing the latest designs.

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Furthermore, the AI3 project ‘D.NA. of an Icon, D.N.A. of Allen Iverson’ is a curated collaboration of products designed, authorized and engineered with AI, No. 3 in mind; like his unmatched speed and smooth crossover that lead the player to his Hall of Fame status.

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Additionally, for more information on the event and new drop, it’s organizers state:

“This is bigger than a shoe, Multi-Million dollar Marketing plan and a bunch of talk. The AI3 project is to build on all that A.I., The Question, The Answer and everything you think you know about the him and what he stands for. Give it up to the man with the biggest heart that played the game. A.I. gave basketball fans everything he had, played with no excuses or regrets. Celebrate the way he played and accept the challengers with him, share his passion, soul, style & legend.”

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#PressPlay above to view more coverage and below for more images from the Allen Iverson Experience All-Star launch