Nike - All-Star Weekend
2020 / Chicago
Bringing a brand’s social channel to life in the real world
ASK
Bring Nike’s PLAYlist YouTube channel to life during Chicago’s All-Star Weekend.
ANSWER
Taking cues from the Nike PLAYlist channel, we built a kid-centric experience with a strong Chicagoan flavour. Collaborating with professional basketball players – including local Chicago Bulls hero Scottie Pippen – visitors picked up a jersey and pair of shoes at our welcome bodega before experiencing the PLAYlist games in real life, such as Hang Time and One Shot. On the centre court, kids could challenge themselves and their heroes to Basketball Whack-A-Mole. The space was taken over to film a one-hour special PLAYlist live episode hosted by Sky Catz. When leaving, every kid took home a basketball. The focus on teamwork, resilience and possibility resonated with parents and kids alike.
WHY IT MATTERED
- 1,300 kid and parent participants.
- 2.1 million resulting Nike PLAYlist episode views.
- “Thank you so much! The kids rarely get to experience things like this and I’ve never seen them more excited. One of them asked if he could have his birthday party here next week!” — Parent of participant
WHAT WE DID
Strategy & Insights / Concept & Design / Production & Run of Show
