Lifestyle
NBA Stars Like Jalen Brunson Enlist Social Media Surrogates to Expand Reach in China
Jalen Brunson first experienced the fervor of the N.B.A.’s biggest international market in 2018 when, as a rookie, he traveled with the Dallas Mavericks to China for a pair of preseason games. The trip itself was brief, but the reception that Mr. Brunson and his teammates received left a lasting impression.
“The fandom that basketball brought to that country, I thought it was really cool and interesting and something I wanted to be a part of,” Mr. Brunson said in a recent interview.
Now a star for the New York Knicks, Mr. Brunson, 28, took a crucial step toward that goal before the current N.B.A. season when his representatives at Creative Arts Agency enlisted a digital management company, East Goes Global, to create and run Chinese social media accounts for him. In the months since, Mr. Brunson has gained more than 400,000 followers across five of the country’s major apps: Bilibili, Douyin, RedNote, Weibo and WeChat.
Mr. Brunson is one of several N.B.A. players looking to establish an online presence in China, where millions of people follow the league closely. But given the language barrier and differing societal norms and trends — not to mention an insular Chinese internet where popular western platforms such as YouTube, Instagram and X are blocked and content is reviewed by the government — most have sought help from companies with specific expertise in navigating the digital landscape.
“I think it’s important to understand your audience, and I think a lot of smart people understand what they know and what they don’t know,” Mr. Brunson said. “It was key for me to let someone else do it, because they understand more than me. Even though I am the face of it, they really run it.”
Founded in 2018 by Andrew Spalter, a former music manager who lives in Austin, Texas, East Goes Global is not alone in providing such a service. Coral Lu, a former ESPN reporter, handles the Chinese social media accounts for Kawhi Leonard of the Los Angeles Clippers and Paul George of the Philadelphia 76ers. The IMG-owned company Mailman, based in Shanghai, manages 30 accounts for 14 active players.
“For the player, some people are really motivated by engaging with their global audience, and in cultures where basketball is huge,” said Matthew Spalter, the chief operating officer of East Goes Global, who is Andrew’s brother. “There’s also the business perspective: ‘During my basketball career, how can I scale my business? And, post-career, how can I make sure I’m not gone forever?’”
The player-led push is coming at an important time for relations between the N.B.A. and China. In October 2019, a year after Mr. Brunson’s trip, a pro-Hong Kong social media post from Daryl Morey, then the general manager of the Houston Rockets, led to China pulling N.B.A. games off national television and ending the N.B.A. China Games, which had been played annually since 2012.
The freeze from Mr. Morey’s post, however, has significantly thawed, and the league is planning to play two exhibition games next October in the Chinese territory of Macau. With help from groups like East Goes Global, some players will be ahead of others should the relationship between the league and China return to its previous heights.
The work of the groups typically begins by reaching out to the various platforms to verify the player’s accounts — and often, as with Mr. Brunson, creating them in the first place. But further measures can be required, as when the team at Mailman helped an N.B.A. All-Star client recover his page on Douyin, China’s equivalent of TikTok, after it had been taken over by a mysterious third party that was posting spam content.
Next comes the process of creating content for a Chinese audience. Success, according to the people involved, goes beyond simply using the native language in captions and adding trending background music.
“Mirroring the same content on your Chinese channels as your western ones really isn’t diving deeper into that Chinese culture,” said Michael Lin, a vice president of digital at Mailman who oversees its U.S. sports operation. “Athletes do a lot better when they’re creating personalized content that’s speaking to the Chinese fans.”
For Mr. Brunson, this has meant meeting periodically with East Goes Global staff members to film exclusive videos for his Chinese accounts, including a marathon two-hour session heading into last month’s Chinese New Year during which he sampled Chinese snacks and wrote his name in Chinese characters.
“I thought that was really cool,” he said.
There are numerous business possibilities for N.B.A. players in China. Some have gone on huge tours across the country. Others have signed endorsement deals with Chinese shoe companies. James Harden, a star for the Clippers, sold 10,000 bottles of wine in five seconds during a Douyin livestream.
But Mr. Lin has noticed a particular uptick in requests from players who cite another source of motivation: getting fan votes for the All-Star Game.
The ideal playbook, in that regard, was laid out last season, when Tyrese Haliburton of the Indiana Pacers rode a wave of Chinese social media support to lead Eastern Conference guards in fan voting, earning a surprising spot as a starter for the 2024 All-Star Game.
“I know people see a player in Indiana and don’t expect that,” Mr. Haliburton said at the media day for that game, “but the love I’ve received from my fans in China has been amazing.”
According to Matthew Spalter, Mr. Brunson’s team at C.A.A. similarly approached East Goes Global about executing a “massive All-Star push” for this year’s game. The results? Even though Mr. Brunson finished third among Eastern Conference guards on fan ballots, he was named a starter under the league’s weighted voting formula, which also incorporated votes from the news media and the players.
“I think it helped a lot, and I’m really appreciative of it,” Mr. Brunson said in February of the help from Chinese fans, adding that he planned to post a message of gratitude after the All-Star break.
Sure enough, a week or so later, a 44-second video was uploaded to Mr. Brunson’s account on Bilibili, China’s equivalent of YouTube. The video features behind-the-scenes footage from his trip to the game in San Francisco.
“Thanks to my friends at Bilibili for voting and supporting me,” the caption read — in Chinese characters, of course.
Lifestyle
‘American Classic’ is a hidden gem that gets even better as it goes
Kevin Kline plays actor Richard Bean, and Laura Linney is his sister-in-law Kristen, in American Classic.
David Giesbrecht/MGM+
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American Classic is a hidden gem, in more ways than one. It’s hidden because it’s on MGM+, a stand-alone streaming service that, let’s face it, most people don’t have. But MGM+ is available without subscription for a seven-day free trial, on its website or through Prime Video and Roku. And you should find and watch American Classic, because it’s an absolutely charming and wonderful TV jewel.
Charming, in the way it brings small towns and ordinary people to life, as in Northern Exposure. Wonderful, in the way it reflects the joys of local theater productions, as in Slings & Arrows, and the American Playhouse production of Kurt Vonnegut’s Who Am I This Time?
The creators of American Classic are Michael Hoffman and Bob Martin. Martin co-wrote and co-created Slings & Arrows, so that comparison comes easily. And back in the early 1980s, Who Am I This Time? was about people who transformed onstage from ordinary citizens into extraordinary performers. It’s a conceit that works only if you have brilliant actors to bring it to life convincingly. That American Playhouse production had two young actors — Christopher Walken and Susan Sarandon — so yes, it worked. And American Classic, with its mix of veteran and young actors, does, too.

American Classic begins with Kevin Kline, as Shakespearean actor Richard Bean, confronting a New York Times drama critic about his negative opening-night review of Richard’s King Lear. The next day, Richard’s agent, played by Tony Shalhoub, calls Richard in to tell him his tantrum was captured by cellphone and went viral, and that he has to lay low for a while.
Richard returns home to the small town of Millersburg, Pa., where his parents ran a local theater. Almost everyone we meet is a treasure. His father, who has bouts of dementia, is played by Len Cariou, who starred on Broadway in Sweeney Todd. Richard’s brother, Jon, is played by Jon Tenney of The Closer, and his wife, Kristen, is played by the great Laura Linney, from Ozark and John Adams.
Things get even more complicated because the old theater is now a dinner theater, filling its schedule with performances by touring regional companies. Its survival is at risk, so Richard decides to save the theater by mounting a new production of Thornton Wilder’s Our Town, casting the local small-town residents to play … local small-town residents.
Miranda, Richard’s college-bound niece, continues the family theatrical tradition — and Nell Verlaque, the young actress who plays her, has a breakout role here. She’s terrific — funny, touching, totally natural. And when she takes the stage as Emily in Our Town, she’s heart-wrenching. Playwright Wilder is served magnificently here — and so is William Shakespeare, whose works and words Kline tackles in more than one inspirational scene in this series.
I don’t want to reveal too much about the conflicts, and surprises, in American Classic, but please trust me: The more episodes you watch, the better it gets. The characters evolve, and go in unexpected directions and pairings. Kline’s Richard starts out thinking about only himself, but ends up just the opposite. And if, as Shakespeare wrote, the play’s the thing, the thing here is, the plays we see, and the soliloquies we hear, are spellbinding.
And there’s plenty of fun to be had outside the classics in American Classic. The table reads are the most delightful since the ones in Only Murders in the Building. The dinner-table arguments are the most explosive since the ones in The Bear. Some scenes are take-your-breath-away dramatic. Others are infectiously silly, as when Richard works with a cast member forced upon him by the angel of this new Our Town production.
Take the effort to find, and watch, American Classic. It’ll remind you why, when it’s this good, it’s easy to love the theater. And television.


Lifestyle
The L.A. coffee shop is for wearing Dries Van Noten head to toe
The ritual of meeting up and hanging out at a coffee shop in L.A. is a showcase of style filled with a subtle site-specific tension. Don’t you see it? Comfort battles formality fighting to break free. Hiding out chafes against being perceived. In the end, we make ourselves at home at all costs — and pull a look while doing it.
It’s the morning after a night out. Two friends meet up at Chainsaw in Melrose Hill, the cafe with the flan lattes, crispy arepas and sorbet-colored wall everybody and their mom has been talking about.
Miraculously, the line of people that usually snakes down Melrose yearning for a slice of chef Karla Subero Pittol’s passion lime fruit icebox pie is nonexistent today. Thank God, because the party was sick last night — the DJ mixed Nelly Furtado’s “Promiscuous” into Peaches’ “F— the Pain Away” and the walls were sweating — so making it to the cafe’s front door alone is like wading through viscous, knee-high water. Senses dull and blunt in that special way where it feels like your brain is wearing a weighted vest. The sun, an oppressor. Caffeine needed via IV drip.
The mood: “Don’t look at me,” as they look around furtively, still waking up. “But wait, do. I’m wearing the new Dries Van Noten from head to toe.”
Daniel, left, wears Dries Van Noten mac, henley, pants, oxford shoes, necklace and socks. Sirena wears Dries Van Noten blouse, micro shorts, sneakers, shell charm necklace, cuff and bag and Los Angeles Apparel socks.
If a fit is fire and no one is around to see it, does it make a sound? A certain kind of L.A. coffee shop is (blessedly) one of the few everyday runways we have, followed up by the Los Feliz post office and the Alvarado Car Wash in Echo Park. We come to a coffee shop like Chainsaw for strawberry matchas the color of emeralds and rubies and crackling papas fritas that come with a tamarind barbecue sauce so good it may as well be categorized as a Schedule 1. But we stay for something else.
There is a game we play at the L.A. coffee shop. We’re all in on it — the deniers especially. It can best be summed up by that mood: “Don’t look at me. But wait, do.” Do. Do. Do. Do. We go to a coffee shop to see each other, to be seen. And we pretend we’re not doing it. How cute. Yes, I’m peering at you from behind my hoodie and my sunglasses but the hoodie is a niche L.A. brand and the glasses are vintage designer. I wore them just for you. One time I was sitting at what is to me amazing and to some an insufferable coffee shop in the Arts District where a regular was wearing a headpiece made entirely of plastic sunglasses that covered every inch of his face — at least a foot long in all directions — jangling with every movement he made. Respect, I thought.
Dries Van Noten’s spring/summer 2026 collection feels so right in a place like this. The women’s show, titled “Wavelength,” is about “balancing hard and soft, stiff and fluid, casual and refined, simple and complex,” writes designer Julian Klausner in the show notes. While for the men’s show, titled “A Perfect Day,” Klausner contextualizes: “A man in love, on a stroll at the beach at dawn, after a party. Shirt unbuttoned, sleeves rolled up, the silhouette takes on a new life. I asked myself: What is formal? What is casual? How do these feel?” What is formal or casual? How do you balance hard and soft? The L.A. coffee shop is a container for this spectrum. A dynamic that works because of the tension. A master class in this beautiful dance. There is no more fitting place to wear the SS26 Dries beige tuxedo jacket with heather gray capri sweats and pink satin boxing boots, no better audience for the floor-length striped sheer gown worn with satin sneakers — because even though no one will bat an eye, you trust that your contribution has been clocked and appreciated.
Daniel wears Dries Van Noten coat, shorts, sneakers and socks. Sirena wears Dries Van Noten jacket, micro shorts and sneakers.
Back at Chainsaw the friends drink their iced lattes, they eat their beautiful chocolate milk tres leches in a coupe. They’re revived — buzzing, even; at the glorious point in the caffeinated beverage where everything is beautiful, nothing hurts and at least one of them feels like a creative genius. The longer they stay, the more their style reveals itself. Before they were flexing in a secret way. Now they’re just flexing. Looking back at you looking at them, the contract understood. Doing it for the show. Wait, when did they change? How long have they been here? It doesn’t matter. They have all day. Time ceases to exist in a place like this.
Daniel wears Dries Van Noten tuxedo coat, pants, scarf, sneakers and necklace and Hanes tank top. Sirena wears Dries Van Noten jacket, micro shorts, sneakers and socks.
Creative direction Julissa James
Photography and video direction Alejandra Washington
Styling Keyla Marquez
Hair and makeup Jaime Diaz
Cinematographer Joshua D. Pankiw
1st AC Ruben Plascencia
Gaffer Luis Angel Herrera
Production Mere Studios
Styling assistant Ronben
Production assistant Benjamin Turner
Models Sirena Warren, Daniel Aguilera
Location Chainsaw
Special thanks Kevin Silva and Miguel Maldonado from Next Management
Lifestyle
Nature needs a little help in the inventive Pixar movie ‘Hoppers’ : Pop Culture Happy Hour
Piper Curda as Mabel in Hoppers.
Disney
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In Disney and Pixar’s delightful new film Hoppers, a young woman (Piper Curda) learns a beloved glade is under threat from the town’s slimy mayor (Jon Hamm). But luckily, she discovers that her college professor has developed technology that can let her live as one of the critters she loves – by allowing her mind to “hop” into an animatronic beaver. And it just might just allow her to help save the glade from serious risk of destruction.
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