Nike Plugs Into NBA All-Star Weekend - Event Marketer

Nike Zoom Arena2 2015 @ NBA All-Star Weekend Zoom City 2015

Nike Plugs Into NBA All-Star Weekend

For the NBA All-Star Weekend Feb. 12-15, Nike produced three activations that engaged consumers and VIPs in the art of Nike and #ZoomCity. The first activation was a pop-up store at the corner of Bowery and Great Jones streets in Manhattan with an LED-surface exterior that in one display rotation looked like a signature Nike orange shoebox. Inside, interactive touch screens introduced consumers to the new Nike SNKRS app. Avid Nike collectors could register to be among several hundred able to purchase very hard-to-get sneakers.

The second activation was an event venue called Nike Zoom City Bank, located inside the Williamsburg Savings Bank in Brooklyn. This invite-only hub for press and VIPs featured a runway photo-op, 3D printing station of mini Air Force 1 sneakers, interactive games and a Nike Air Vault, featuring a collection of Nike Airs from 1982 to 2015.

The third experience: Nike Zoom City Arena, a large tented structure at the corner of Canal and Varick streets in Manhattan that was open to the general public. Contemporary museum installations including a cityscape that was installed perpendicular to the floor, vintage Nike shoe displays and interactive games amounted to countless sharable moments. The arena was a hub of activity with a half-court zone where consumers could trade their sneakers for a pair of Nikes to test out while running drills. The crown jewel, however: a full-sized basketball court with a 100-percent LED floor. Wow. During the four days the court was open, neighborhood groups were invited to sign up to use it for activities like morning workouts and basketball practices. Talk about a slam-dunk. Agencies: ATOMIC; Production Glue.


Rachel Boucher
Posted by Rachel Boucher

Rachel joined Event Marketer in 2012 and today serves as the magazine's executive editor. Her travels covering the experiential marketing in dustry have ranged from CES in Las Vegas to Spring Break in Panama City Beach, Florida (it's never too late)—and everywhere in between.
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