fourth quarter 2024, nike + lebron had three events scheduled to go live all on the same timeline.
so they came to us to do the impossible, and the team did not disappoint.
First, was lebron's annual chosen 1's invitational, where high school's biggest basketball stars showed up and showed out on the vegas stage.
so they came to us to do the impossible, and the team did not disappoint.
First, was lebron's annual chosen 1's invitational, where high school's biggest basketball stars showed up and showed out on the vegas stage.
we leaned into sin city to create an entire fight night theme around the knockout-style tournament, building the hype of the tournament to match the intensity of all the young hoopers' games.
Next, we created a custom Monopoly board paired with a custom LBJ XXII sneaker paying homage to the ways LeBron wins on and off the court.
To promote the drop, we hosted a game night for I Promise School students in Akron where they could use Monopoly money to support local businesses, and learn financial literacy.
then, for the drop of lebron's new training show, the "tr1," we took over art basel in a way that only Nike + lebron could — by throwing a party where workouts become works of art.
we linked with nike trainers to teach exclusive classes for nike members in a completely interactive gym where all the biometrics were transformed into art pieces in real time. Before they walked out with a pair of tr1's themselves and take homes of their art pieces.
we linked with nike trainers to teach exclusive classes for nike members in a completely interactive gym where all the biometrics were transformed into art pieces in real time. Before they walked out with a pair of tr1's themselves and take homes of their art pieces.
agency: the robot co
prod co: HouseThreeThirty
creative director: justin joo
design director: Mia lee
designer: mina shoaib
acd: jimi henderson
cw: sammy gold
ad: Asia Irvin
recognition
cw: sammy gold
ad: Asia Irvin
recognition
