Case Study

Nike All-Star Weekend 2018 Makers of the Game

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BAll-Star Weekend was headed to LA and Nike wanted to create an event where collaborators, makers, athletes, and the community could get expressive and share their basketball obsession. They were looking to fire up the star power and supercharge what a maker experience could be. 

Basketball and sportswear culture came together at Nike Makers HQ where ecstatic fans and young athletes had the experience of a lifetime. They got up-close and personal with Kobe Bryant “Unplugged”, hosted by Michael B. Jordan, who dished on what it takes to be a Maker of the Game. Eight elite teams battled it out on the courts in a 3-on-3 tournament. It was more than just bragging rights, it was an opportunity to invent the future through sport, and have a chance to meet A-list athletes like Giannis Antetokounmpo. Fans could purchase premium sportswear from a pop-up shop featuring Cortez Kenny SNKRS.

In the Maker Studio, collaborators and stars shared how basketball has shaped their lives, and consumers could transform their basketball obsession into wearable art. The air was electric when Kendrick Lamar and Kamaiyah took the stage, and DJ’s phenoms Umami, DJ Free Young, DJ Noodles kept things pumped up all weekend long. Respect the Legacy.

Nike Makers of the Game brought the community, sneakerheads, young athletes, and collaborators together for a truly epic experience. It was more than an opportunity to score exclusive kicks, it was an opportunity to obsess over the game and gain invaluable insights from legends in the field.

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