Nike NBA All-Star LA
For NBA All-Star 2026, Nike wanted their flagship store at the Grove to be the main attraction for the weekend. And we made it happen with an immersive Tri-Brand Nike By You customization experience. The lines were long, but the consumers’ smiles made it all worth it.
For Nike fans, there is something truly special about making something one of a kind. Through the Nike By You experience we were able to create an immersive moment for fans to focus on their personal expression. This event was unique as it was the first large scale Tri-Brand (Nike, Jordan, Converse) event done for customization. And we made it special, offering a more streamlined “Essentials” experience, and a more in-depth “Studio” experience with access to a wide array of options, including exclusive footwear, apparel, and graphics from all three brands.
To make this experience truly a success, we needed to plan and execute for every detail of the event, while accommodating the high volume of Nike fans. Pre-event marketing, curated staffing, running the equipment and the event, as well as managing the flow through a thoughtful run of show, these were all pieces we were responsible for to make the entire experience smooth and frictionless for the fans.
No Nike By You experience would be complete without a custom made-for-the-event graphics package. Fans loved the immediacy of gaining access to the exclusive offering, and the stream of happy fans was evidence that the graphics were hitting.
Takeover at The Grove
During 2026’s NBA All-Star, Nike’s focus was on creating an attract moment at their LA flagship store, Nike The Grove in LA. And to make that happen, they wanted an immersive Nike By You customization experience in-store.
Our role was to create and run the event for the week of NBA All-Star. We started by creating a comprehensive graphics package tuned to the available products, creating a dynamic offering for all fans. This included not only concepting and designing the graphics, but also managing production of all customization embellishments.
Next, we worked through pre-event marketing strategies to help drive traffic and create moments of delight for the fans. For example we created a valet takeover at the Grove where select fans could get and exclusive “Nike Valet” experience. These touches, along with a slew of digital assets created the extra hype to make the event a “must-see.”
Any event with such high expectations requires on-the-ground management and our team was right there the whole time to ensure the event went off smoothly. We ran the staffing and the on-site production, keeping things moving along at a good pace, and making sure the quality was maintained in all the product, which, judging from the reaction of the fans, was 100% on point.
But the real star of the week was the event itself, which not only created a line around the building, but also a ton of energy and content with celebrities, pro athletes, influencers, and marquis athletes showing up and participating, LA style!
- Experience Design
- Graphic Design
- Production
- Event Management
- Staffing
- Wayfinding
- Collateral Design
- Digital Assets
- Event Marketing
- Run of Show