As basketball fans flocked in droves to Toronto, host city of the 2016 NBA All-Star Weekend, we had one goal in mind: collaborate with Nike to create an epic, city-wide experience for fans to encounter the magnitude of the All-Star game at retail.
The challenge for Nike as a key partner of All-Star Weekend, is to stand out beyond the event itself. In response, we helped design Canada’s first Jordan Brand store, 306 Yonge, and create SNKRS Xpress, an innovative pop-up housed in a mobile streetcar. Both the store and pop-up launch coincided with All-Star Weekend to celebrate basketball and to satiate Toronto’s fascination with sneaker culture. A specially curated selection of Jordans were available including Nike Air Force 1 Ultra Flyknits, Jordan XXX, Jordan 4 Cement, Kobe 11 Royalty and other highly anticipated drops. For fans outside of Toronto, we created similar pop-ups across New York, Chicago and Los Angeles.
We executed a huge feat while tracking significant KPIs. The response from the media and fans was indeed EPIC - in three days, we attracted massive press & social media coverage including hits from HypeBeast, Freshness Magazine and Huffington Post, which alone attracts 1.1 billion monthly impressions. Content co-creation on Instagram surpassed a million pieces of collective content with the All-Star, Nike and Jordan activations, including #AllStar, #SNKRSXpress, #WeAreJordan and #BringYourGame.