OBJECTIVE

Enable consumers to “Own The Game” on and off the court through an immersive basketball-focused journey during the NBA All-Star Weekend.

APPROACH

In just four short days, we worked with House Of Hoops (Nike + Foot Locker) to transform a raw space across the street from Charlotte’s Spectrum Center. NBA athletes engaged Nike consumers through celebrity-hosted workshops, while high-heat product launches kept our team on their toes in anticipation of an ever-changing environment.

Arena-inspired elements including a branded player tunnel, jumbo-tron, and integrated HOH retail cube guided visitors toward their final destination: a customization workshop and opportunity to take Nike’s new Adept BB self-lacing shoes for a test run on an authentic half-court.

RESULTS

This stop on HOH’s tour was a huge success, achieving a 95% sell-through of Adapt BB product while simultaneously promoting the brand’s “NIKE fit” engagement and mobile app.

\\ photography and video by Jeremy Fenske \\