Nike NBA
All-Star Weekend
For Nike, there is no bigger brand moment than the NBA All-Star Weekend. And for 2025, they asked us to be the lead partner for the top floor of their San Francisco flagship store, converting it from a retail floor to a must-see destination.
Starting with the existing 6th floor of the Nike San Francisco store, we created a series of all new environments that would host a very active All-Star Weekend. Every detail, from lighting, space planning, fixture design, wayfinding, visual merchandising, and overall consumer journey was considered in the design process.
Nike Basketball and NBA All-Star Weekend is a combination of events that needs a hyper-customized graphics package, for everything from event signage to product graphics. We created a robust system that complemented the overall Nike direction, but clearly had its own special vibe.
By far, the largest draw of the weekend was the customization experience. Consumers were able to get on-the-spot customization from a fixed menu, or level up to a more in-depth, tailored option. Our team produced the entire experience from programming, to machinery, to staffing.
Programming was also a big part of the overall activation. With star athlete and influencer events scattered throughout the week, our team managed all events and even built out the celebrity green room.
Once the design process was complete, we moved directly into fabrication. Our team coordinated and oversaw all aspects of this process, culminating with a multi-day, on-site installation.
We Don’t Play
NBA All-Star Weekend 2025 was Nike’s moment to reclaim their leadership in Basketball and Plastic Sunshine was a key collaborator for this critical event.
Situated in Nike’s San Francisco Flagship store, the 6th floor was flagged to be a pinnacle, immersive space, creating opportunities for one-of-a-kind brand experiences, as well as hosting celebrity events, all while showing the best of the best of what Nike can be. No small task!
Our team got to work concepting and designing all elements for this takeover, including the environments, graphics, collateral, the customization experiences, programming, and the overall consumer experience from start to finish.
With designs in hand, our production team moved quickly into fabrication and ultimately installation. We oversaw the entire build of all the spaces on the 6th floor, including flooring, lighting, surfaces, fixtures, graphics and wayfinding.
Customization was the star of the show, and we created not only an inspiring space, but we also created a palette of custom graphics and treatments for consumers to create with. We also curated the different levels of experiences and managed the pop-up throughout the entire development process as well as the event itself.
Another big feature of the week was the NBA All-Star Lounge, a key branded space for Nike to tell their Black Label story as well as a Basketball poster retrospective installation. But primarily, the Lounge was built to be a flexible space to accommodate a range of live event programming, everything from star athlete appearances to a community-based NBA 2K25 tournament. Not only did we design the environment and everything in it, we also produced all of the programming events, Talent Services, A/V, Giveaways, and Craft Services.
It was an exciting week for Nike (and for us!) with a never-ending parade of celebrities, VIP’s, Nike Execs, and smiling consumers streaming through the space. The result of the week was a strong showing for the Nike brand, as well as record setting sales for the space. W’s all around!
- Concepting
- Environment Design
- Experience Design
- Graphic Design
- Motion Graphics
- Programming
- Copywriting
- Production Design
- Sketchup
- Wayfinding
- Production
- Install Oversight
- Event Production
- Staffing