Brand Experience
Nike
NBA Uniform Launch
year
2017
capabilities
Event Production
Technical Direction
Vendor Management
Production Management
Graphic Design & Branding
Asset Coordination
Scenic
Nike were releasing new NBA uniforms that let fans track stats and connect to players in a new way. When it came time to reveal the NBA’s new Nike uniforms to the world, Nike wanted to make the moment as groundbreaking as the uniforms. To launch the game-changing Nike NBA uniforms, TAIT used our cutting edge stage automation system to bring attendees into a transformative space full of surprises.
Over 800 influencers and media members arrived to see a massive LED wall playing video content celebrating the game’s history, ringing in the Nike NBA basketball uniform event with a fervent pulse. The air was already buzzing with excitement. Then the wall separated into 3 huge LED panels that moved around the room independently, revealing an NBA player from each team in uniform on stage.
After the reveal, the room transformed into a club where Travis Scott gave a high-octane performance—completely unannounced. When the show ended influencers and press both didn’t know what to expect when TAIT technology transformed the room once again from a venue into a press pit to break down the features of the NBA’s new Nike uniforms.
It’s exciting to work with a partner like Nike to reimagine the possibilities of what an event can be, then use emerging tools developed in-house to help pull it off. Together we literally broke down walls and used creativity and technology to turn a press event into an unforgettable experience.
Credits
produced by
productionglue, now TAIT
Civic Entertainment Group, LLC (A Seacrest Global Group Company)
AMC Fear the Walking Dead
Hale Centre Theatre