All-Star Weekend is like Disney Land for basketball and sneaker fans. It’s where the cream of the NBA crop convenes once a year, attracting droves of fans from across the globe to participate in experiences tailored specifically to consumers. With the added attention around the game, All-Star Weekend is unquestionably the most culturally relevant mainstream event; brands plans for months, even years, to strategize and execute a plan that best relays a unifying message across their athletes and the products. The result is an influx of social media engagement, lasting memories, and a taste of what’s to come moving forward.
This past weekend, Nike presented “Makers Of The Game”, a celebration of the individuals who play key roles in building and continuing the culture around the game of basketball. A physical space called the Maker’s HQ was erected at 555 Mateo St. at the heart of LA’s art district. By way of online registrations through Nike.com/LA, consumers were presented with several opportunities to interact with today’s most popular and influential athletes such as Kobe Bryant, Giannis Antetokounmpo, Draymond Green, Elena Delle Donne, John Elliott, Edison Chen, and Kendrick Lamar. Additionally, exclusive product was released to those who signed up for a spot in the store.
Nike invited us to LA to become “Makers” for a weekend. Here’s a first-hand look at what we experienced.
Many thanks to Nike.