Launching the LeBron 15 for Nike


Launching the LeBron 15 for Nike

A brand experience celebrating a legend

The Challenge

Nike launched the fifteenth shoe in partnership with LeBron James at the start of the NBA season. They wanted to create a pop-up that would celebrate the new shoe, and the rich history of both Nike Basketball and LeBron’s previous player edition shoes.

Our Approach

Challenged with a very tight timeline, we designed, developed and collaborated on a pop-up that celebrated LeBron’s NBA career in style. Ultimately we created an inviting gallery style space that reflected the ‘Ashes Campaign’ through sculpture, digital moments and evocative retail displays.

Inside the space, Set Creative constructed a massive wall displaying over 120 of LeBron's shoes, giving visual dimensions to King James' legacy. A game-play area invited visitors to test their basketball skills and a NIKEiD pod offered visitors the opportunity to customize a new pair of Nikes on-site.

The Results

The first visitors to the site enjoyed the unique opportunity to be the first to purchase "the 15" in its three colorways: "Ghost", "Ashes" and “Pride Ohio”. Over the course of the 3-day event, the abundance of content created and shared by fansmade it Nike's #1 instagrammed moment to date.

The pop-up was featured in leading online industry magazines, including Highsnobiety, Sneakernews and Hiphopwired.

LeBron himself stopped by for an on-site interview with Road Trippin', a popular podcast with over 43,000 subscribers, and shared the pop-up on his channels with over 33 Million followers.