All-Star Weekend - HOH
- C H A R L O T T E , N C - 2 0 1 9 -
The House of Hoops Pop Up retail space was a hub of activity throughout All Star Weekend. Located across the street from the Spectrum Center in Charlotte, NC, Nike and Foot Locker capitalized on the prime location to engage with consumers throughout the weekend. The space started as a raw shell and was converted to a retail space in just four days. We installed all truss, lighting, audio, video, and custom scenic elements.
The space included three different zones to support consumer engagement throughout the space. The experience started with a branded entry tunnel into the building. A jumbotron with displayed content highlighting products and players was the first zone. This area was the footwear try on area where the hottest shoes were showcased each day. A custom footwear wall with monitors above, displayed all available shoes.
Moving into the middle of the room, MKTG staffed a customization and workshop area for consumers and special guests. High school basketball teams, NBA athletes, and general public were given the opportunity to customize a one of kind pair of shoes to commemorate the weekend. Across from the customization area was one of the HOH Cubes (see HOH Courtside LA 2018), providing another product showcase and retail opportunity.
Moving to the back portion of the space, a basketball court made for the perfect space for consumers to try on the just released Nike Adapt BB. On the right end of the court, product specialists helped consumers understand the product and ensured they were using it correctly. On the left side of the court, consumers ran through a drill to feel the shoe in action. At the end of it all, consumers could purchase product. Nike/Foot Locker was very pleased to see a 95% sell through rate of the Nike Adapt BB.
The space was filled with energy throughout the weekend. NBA athletes Jason Tatum, Ben Simmons, Kyrie Irving, and Russell Westbrook to host workshops and engage with consumers both in space and through social media. Several DJ’s keep the vibe hot throughout the weekend as well. The team consisting of five agencies, several photographers and videographers, all worked hand in hand with the Nike team to bring the vision alive in a few short weeks. The space was a huge success from both a retail and marketing perspective.
Overall, this project would not have been possible without the support from both the Portland and New York teams. Almost every person in the US offices touched this project in one way or another. From covering for each other when people needed to travel, to jumping in to lend a hand with extra time, this was a full team effort and everyone should be proud of themselves for the contribution they made to the project. It’s the crazy ones like these that remind us what a great team we are at satis&fy and how it’s each and every one of us that make these crazy dreams a reality.
photography and video by Jeremy Fenske