NIKE
23/25 Brand Experience
It’s hard to celebrate a brand’s 25-year history, educate a younger generation of consumers and create excitement about the future—all at once. But Nike is both an iconic and forward-looking brand, so that was the charge when we created (with Project 2050) the 23/25 experience to activate Nike Air Jordan’s presence at NBA All-Star weekend.
Nike’s 23/25 experience was designed around premium, only-by-the-brand content: interactive product displays that highlighted the 2010 line (and beat on-site retail goals); custom shoe etching; a digital mosaic that gave fans a chance to create classic “Michael Jordan moment” photos; and high-traffic placement and VIP appearances that kept excitement high throughout the NBA All Star weekend. On top of beating on-site retail targets, the experience exceeded PR goals and attracted more than 10,000 visitors.