Every February, the basketball universe converges on a single point to celebrate it’s crown jewels, taking over a city for a full weekend of festivities and appearances otherwise known as NBA All-Star Weekend.
For 2018, all eyes turned to Los Angeles, and the entertainment capital of the world was ready for it’s close-up.
Nike came prepared. They did a full buyout of L.A.’s newest exclusive digs, The Dream Hotel. They took over numerous venues throughout the city, where they activated shoe customizations, basketball clinics, exclusive dinners, product drops, sit-downs with legends and even gave local high schoolers a chance to meet their idols. Hometown King Kendrick Lamar brought some friends and capped off the weekend, bringing the house down while sporting his Cortez Kenny’s launch. All told, Nike had a few hundred hours of programming packed into 4 days. Light work.
