{"id":15571,"date":"2025-06-18T08:50:49","date_gmt":"2025-06-18T08:50:49","guid":{"rendered":"https:\/\/topat10.com\/?p=15571"},"modified":"2025-06-18T08:50:49","modified_gmt":"2025-06-18T08:50:49","slug":"who-knew-basketball-needed-an-interactive-led-floor","status":"publish","type":"post","link":"https:\/\/topat10.com\/?p=15571","title":{"rendered":"Who Knew Basketball Needed an Interactive LED Floor?"},"content":{"rendered":"


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ASB became a leader in squash court manufacturing and maintained this position for decades, including a mid-2000s introduction of a new glass-based surface and glass enclosure setup that\u2019s become the standard for squash competitions worldwide.<\/p>\n

Christof joined the company to succeed his father as CEO in 2012, and ASB began focusing on LED surfaces. The first such product was a simple floor display called \u201cASB Multisports\u201d that could switch between markings for various hardcourt sports like basketball, volleyball, and handball. By 2015 the company had also developed \u201cASB Lumiflex,\u201d the fuller LED display court I dribbled across in Orlando.<\/p>\n

The company shifted focus to gaining official approval from FIBA, the world\u2019s governing basketball body, during the Covid-19 pandemic, and it succeeded in 2022 when FIBA changed the rules for official allowable playing surfaces to include glass in addition to traditional wood. ASB\u2019s first official FIBA event was the under-19 Women\u2019s World Cup in 2023.<\/p>\n

Recent client installations include European basketball teams Bayern Munich and Panathinaikos, both of which have played all their home games during the 2024-25 season on ASB courts; NBA All-Star Weekend 2024 in Indiana, which utilized ASB for several events including the dunk and three-point contests; the University of Kentucky\u2019s \u201cBig Blue Madness\u201d event in 2024; plus several other pro and collegiate teams or facilities across multiple sports.<\/p>\n

Commercial and fan engagement opportunities abound with this technology, which opens the court up as a massive blank canvas. Some of the time, the surface appears just like a traditional parquet playing surface, with realistic images of wood panels. Suddenly, though, it can transform into something else.<\/p>\n

When free throws are shot during a basketball game, for instance, most players tend to spend 45 to 60 seconds standing on one side of the court. ASB clients can use the available space on the other side of the floor to, say, show a graphic on the shooter\u2019s free-throw percentage\u2014with an accompanying brand partner\u2019s logo right alongside it.<\/p>\n

\u201cThis surface has allowed us to completely reimagine how we connect with fans and how we deliver value to our commercial partners,\u201d Thanos Bichtas, head of marketing for Panathinaikos, tells me in an email. \u201cWhether it\u2019s dynamic intros with custom court animations, or live visual effects that react to big plays, we\u2019re now offering a level of visual storytelling that transforms the arena into an interactive experience.<\/p>\n

Bichtas says the court has become a high-impact platform for brand visibility. \u201cAnd crucially, it doesn\u2019t disrupt the fan experience; it enhances it.\u201d<\/p>\n

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