Brand Experience
Nike
Nike Zoom Arena
year
2015
capabilities
Nike aimed to create a groundbreaking All-Star activation to showcase the evolution of Nike basketball and inspire young athletes. The challenge was to build an unprecedented, immersive experience in NYC's Tribeca within 30 days.
Nike partnered with TAIT to bring to life a three-story, pop-up arena featuring a fully interactive, regulation-sized LED court with customized content and training programs. The Zoom Genealogy Room highlighted 20 years of Nike Zoom innovation, while a kinetic lighting structure enhanced the display of iconic shoes. In the Council of Zoom area, the brand's story was narrated through Nike Zoom Elites like LeBron James, Kyrie Irving, and Kobe Bryant. Visitors enjoyed photo ops and a hi-tech basketball experience in Zoom City legends. The retail area, showcasing the latest Zoom shoes and the unreleased Apple iPhone, allowed fans to purchase gear directly courtside and the New York High School Playoff series kept attendees engaged with live competitive play.
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The activation was a huge success, earning a 2015 Grand CLIO for Engagement and Experiential, a 2015 Gold Clio for Architectural Design, and recognition as a finalist in Fast Company's 2015 Innovation By Design Awards. Nike Zoom City Arena transformed how fans experienced basketball, solidifying Nike's reputation for innovation and engagement.
Credits
produced by
productionglue, now tait
Center for Puppetry Arts
Worlds of Puppetry Museum
NBC Universal Media