Nike USAB Air Hanger

SPORTING EVENTS

 

OVERVIEW:

During a high-flying, adrenaline-pumped weekend at Hawthorne Airport in Los Angeles, Nike transformed a nearly 80,000 square-foot plane hangar into a basketball havena branded space outfitted with an interactive Nike Air Chamber Cube and a corridor called the Legends Vault which showcased Nike Basketball's stars as well as told the story of their rich history with USA's Olympic Basketball team. Superstar basketball players, past and present, descended on the space for an unforgettable experience.

 

 

EXPERIENCE:

From the onset, guests were greeted by none other than the Jordan private jet parked on the tarmac for exclusive VIP access and a concert by Chance the Rapper and USAB storytelling by members of both the men and women’s teams brought star power out in full force for this event. Upon arrival, guests entered the immersive brand experience through Legends Vault.

The Legends Vault showcased a history of Nike and Team USA’s superstar players and basketball memorabilia, including autographed shoes worn by the likes of Michael Jordan and Scottie Pippen. Enshrined within glass enclosures and accented with LED lighting and angular décor, the corridor told the rich story of Nike's relationship with USA's Basketball team through a visual narrative of game jerseys, shoes and pictures. Once through the Vault, guests were guided into the main space of the Air Hangar which included the Air Chamber Cube and a full-size basketball court with bleachers.

The Air Chamber Cube was an impressive sight to see, a massive 24’ x 32’ x 27’ structure that was the center of attention within the themed space. Outfitted with a fully-immersive digital Hyper-Dunk court within, guests were able to test their athletic prowess as the Cube used motion sensing technology to allow the video walls to ‘react’ to the participant’s movements and capture their dunk or layup in a “bullet-time” camera sequence setup.  Participants were then given a branded animation clip of their dunk for sharing on social media. Participants were also given the first opportunity to test wear new Nike shoes on the court before purchasing on-site.