Case Study

Nike All-Star Weekend 2019 Own the Game

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Nike and Jordan brands wanted to team up to pull off an over-the-top All-Star immersive experience that would draw sneaker enthusiasts, influencers, and young athletes to the Mint Museum in Charlotte, N.C. where sneaker culture would be on full display.

Together, we transformed the museum into OwnersHQ, where the sneaker obsessed could Own the Game. What did the @#!$ does that mean? We turned an active museum into an immersive streetwear culture experience which housed a stunning exhibition honoring both the product and the game as an art form. Scavenger hunts with sneaker unlocks gave attendees the opportunity to score rare shoes, and a personalization area allowed fans to Own the Game through their own custom designs. The new ground-breaking self-lacing BB Adapt Basketball shoe was on display and available for trialing on a court that was surrounded by luminous LED screens.


Competitive pick-up games happened throughout the day, and afterward, guests could step into the premium retail shop to score limited release gear. Jordan and Nike DNA were on exhibit, their history along with hands-on workshops, helped consumers to connect to both brands in new ways. It was a portrait complete with an OwnersHQ Lounge, where guests could chill out and play video games.

This All-Star experience celebrated the game as an art form through captivating installations showcasing the beauty of streetwear culture and honoring legendary players through breathtaking portraiture. The event drew coverage in Business Insider, the Charlotte Observer, along with Sneaker News.

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