Nike Jordan

World Basketball Festival

Flying High - Nike Air Jordan

World Basketball Festival, Chicago

 

The Challenge

Nike Air Jordan planned a takeover of Jackson Park on Chicago’s south side for the World Basketball Festival. We transformed the space into an immersive Nike Air Jordan world. The massive tent hosted basketball tournaments, exhibits, food contests, concerts, and a Nike Museum.

We were challenged to design and build a cohesive environment that encouraged visitors to engage with the Nike brand in four separate activation zones, celebrating the Nike Air Jordan brand’s rich history, while also increasing interest for the new product line.

 

The Solution

To create one continuous experience, the final space plan directed visitors in a clockwise rotation through the tent. As they circulated, they were able to participate in four unique activities:

  • XX9 Nike Air Jordan Display – A custom display wall was fabricated to mirror the tent’s curve. Upon entering, consumers walked past a display highlighting Nike’s rich history and saw firsthand the evolution of 28 vintage Nike Air Jordan designs all the way through to present day.

  • Shoe Education -- Touch screens let people scroll through the anatomy of Air Jordan shoes. They were even able to measure the height and force exerted during their own slam dunk jump.

  • Slam Dunk Zone – A once in a lifetime chance to dunk like Michael Jordan!   The tent featured a replica of Jordan’s personal practice court, divided into two separate activations. Visitors had the chance to try out the Nike Air Jordan XX9’s and test their agility through an obstacle course. At the end of the course, a professional hoop beckoned people to try their hand at dunking. A series of pictures were snapped against a backdrop wall printed to look like the sky. The images were instantly projected so they appeared to be jumping through the air.

  • The Hebru Story –An area was dedicated to the iconic Chicago artist, Hebru Brantley. His infamous Flyboy painting was recreated and visitors were able to sign the canvas—allowing each signature to become a part of Chicago history.

  

The Results

The World Basketball Festival was a public event, allowing masses of people to be part of Nike’s XX9 launch. It also kicked off the Nike Air Jordan Fly Lab touring activation that visited high schools across Chicago. The World Basketball Festival and Fly Labs were popular, educational and engaging for kids and adults alike, while simultaneously expanding interest in the new product line as it helped promote holiday sales.

© 2016 Hargrove, Inc.

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