Case Study

Jordan Brand HUB23 All-Star Weekend 2020

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Each year, Sneakerheads travel from afar to interact with Nike through immersive experiences, and for the opportunity to score high heat, limited-edition releases during All-Star Weekend. The Jordan Brand wanted to up the ante for this year’s All-Star weekend in MJ’s hometown, transforming the General RL Jones Armory in Chicago into an innovative consumer activation and a spectacular spectator venue for the Chicago Public Schools Final Four Championship. 

On the South Side of Chicago, we worked our magic bringing the science of Jordan to life on center court, creating a vibrant basketball arena that reminded attendees that the journey is impossible alone, but possible together. 5,000 passionate fans united around competitive gameplay, where young athletes left it all on the court. There were talks and workshops with Jordan Brand collaborators Virgil Abloh and Kim Jones, surprise athlete drop-ins, and one show-stopping post-game performance by Lyrical Lemonade DJs and artist headlining Playboi Carti.


SNKRS aficionados could score Chicago All-Star Weekend Series drops including Air Jordan x Off-White 5 Black, Jordan III Red SE, as well as 8×8 collaborative footwear and apparel pieces, which were artfully displayed in custom-designed vignettes throughout the retail environment. There were design and personalization studios, video editing workshops and tons of awesome photo-op moments.

This colorful arena provided the perfect backdrop for the first-ever full-on Jordan Brand All-Star Weekend activation that drove excitement among the sneaker obsessed, with once in a lifetime drops and shared experiences that won’t soon be forgotten.


Best Overall Consumer Environment


Square Foot Transformation


Attendees Each Day


Linear Feet of Truss




Exhilarating Immersive Environment

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