Nike - VidCon
2019 / L.A.
Using talent to inspire new audiences
ASK
Disrupt the landscape of a digital experience with a playful sporting activation, focusing on taking part rather than winning.
ANSWER
We transformed VidCon’s sport court into Arena 101, a high-energy brand experience with superstar brand and online talent, that brought sport into the heart of the digital convention. The name nodded to playfulness and accessibility – kids of all skill levels were kitted out in pro locker rooms then hit the court, entering through the Player Tunnel, to learn basketball, soccer, and skating tricks from Nike athletes, including Gabby Douglas and Giannis Antetokounmpo, and YouTube stars such as Liza Koshi.
WHY IT MATTERED
- 26,000 sq ft space transformed into a multi-sport court.
- Over 30,000 Gen Z attendees at VidCon 2019.
- 1,200 sessions participants.
- 9 pro athletes.
- 15 YOUTUBERS.
WHAT WE DID
Strategy & Insights / Concept & Design / Production & Run of Show
