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 \\
OBJECTIVE
Open the doors to Nike’s one-of-a-kind sensorial pop-up: a groundbreaking approach to connect consumers with the brand’s latest footwear technology.
APPROACH
Visitors were instantly immersed in the House of Go experience; the entryway floor reacted to their footsteps, coming alive with quirky animations and movement. Throughout multiple floors, a handful of interactive exhibitions showcased the React’s attributes, including a surreal, mirrored room with dropping feathers suspended in time, highlighting the shoe’s “lightweight qualities”.
Atop a high-tech treadmill surrounded by video screens, visitors were transported into a virtual, colorful cartoon wonderland. As they ran, jump, or lifted their arms, an animated avatar would react and match their movement.
RESULTS
The House of Go attracted plenty of attention, earning a feature in Runner’s World, coverage in all local Chicago publications, and a complete sell-through of Nike React product.
\\ photography by Tim Jarosz \\
OBJECTIVE
Team up with Nike and The Infatuation to reward Nike Plus and Run Club App loyalists with a unique pop-up café and retail experience, while encouraging them to get hands-on with Nike’s revolutionary new running shoe.
APPROACH
Blending our scenic and technical capabilities, we executed a three-week retail and dining event, inspired by Nike’s latest innovation: the distinct beaded sole of the Joyride. After logging a mile in Nike’s Run Club App, guests unlocked access to the Joyride Café — featuring a selection of rotating themed dishes — and took a seat at a transparent countertop, crafted from foam balls encased in acrylic.
Throughout the immersive pop-up retail experience, product displays were constructed from colorful beads of all sizes, while others appeared embedded in the furniture, ceiling, and everywhere in-between. Based on the Joyride’s logo, a custom wall was fabricated and programmed in-house to deliver Nike’s video content to visitors — whether shopping, dining, or simply testing out the footwear.
RESULTS
The Joyride Café was a cohesive, on-brand experience that welcomed thousands of visitors, helping Nike and The Infatuation achieve impressive organic IG impressions during their #RUNTOEEEEEATS campaign.
\\ photography courtesy of Nike \\
OBJECTIVE
Engineer an experiential installation to give consumers a look behind the curtain at Nike’s recycling process.
APPROACH
The Virgil Abloh-defined “power plant of a ‘different’ kind” isn’t simply a retail space, it’s a “cultural hub” — designed to foster the inventive spirit of Chicago’s youth through a series of workshops and mentorship programs. It’s also a call-to-action: an invitation for visitors to play a role in Nike’s Reuse-a-Shoe initiative. As customers donate their shoes, a conveyor belt transports the worn-out kicks into a collection site through a complex matrix of twists and turns.
RESULTS
Nike extended the popular installation’s original eight-week lifespan through March 2020. All donated shoes will eventually be transformed into Nike Grind — a sustainable textile, cultivated by Nike — and used to create an Abloh-designed community basketball court for Chicago ahead of next year’s NBA All-Star.
\\ photography and video by Jeremy Fenske \\
