Beyond Meat has partnered with the National Basketball Players Association (NBPA) to introduce Go Beyond the Buzzer: A Plant-Based Cookbook Inspired by NBPA Members. The digital cookbook, set for release on February 12, features plant-based recipes contributed by NBA players, which showcase their preferred meals before and after games.
Players such as Cade Cunningham, Kyrie Irving, and DeAndre Jordan have contributed recipes that incorporate Beyond Meat products, aiming to showcase plant-based eating within professional sports.
Examples include Josh Hart’s “Beyond Hart Burrito” made with Beyond Steak, Damian Lillard’s vegan sloppy joe, and Jalen Brunson’s spicy rigatoni. The cookbook will be available for free online, with a limited number of hard copies distributed at select All-Star Weekend events.
Beyond Meat at NBA All-Star Weekend
Beyond Meat will also participate in the NBPA’s fan celebration during NBA All-Star Weekend in San Francisco from February 14–16. The event, held at Spark Social SF, will feature the NBPA Brotherhood Deli-themed food truck, offering plant-based menu items inspired by NBA players.
Dishes include Jalen Brunson’s New York-style chopped cheese sandwich made with Beyond Beef, Kyrie Irving’s Beyond Burger, and Damian Lillard’s “Dame Time Nachos” featuring Beyond Steak.
The first 100 fans attending daily happy hours from 3–5 p.m. will receive a free collectible copy of Go Beyond the Buzzer.
