The Campaign

The core of basketball footwear innovations is fulfilling any requirements under the real on-court situation, such as stability of ankle, better traction etc. We invented “The Hoops Proving Ground” to let consumer testing shoes just like on an authentic basketball court to experience product innovation.

Creative Execution

We build challenging basketball drills set that delivered 1:1 interactive and responsive experience with motion sensors and projections, and we set a ranking board and giveaway player card to motivate consumer come back to trial again and again.

Describe the success of the promotion with both client and consumer including some quantifiable results

During the campaign, 800+ consumers experienced in 16 days and seasonal key product: Kyrie 2 sell-thru rate achive 100%. After trial, consumer shared their playercard with personal challenge score on social which gained over 700,000+ social impressions.

Explain why the method of promotion was most relevant to the product or service

Our challenge was to create an elevate trial experience that allow consumer to better understand Nike basketball footwear innovation. With physical limitation within a retail environment, we invented “The Hoops Proving Ground” to let consumer testing shoes just like on an authentic basketball court to experience product benefits. “The Hoops Proving Ground” is an interactive journey to ensure the consumer is purchasing the right footwear for their performance needs while exciting them with a unique and distinct elevated service.

Creative output that elevates a customized journey for each consumer. The hoops proving ground embody the sport of basketball while driving a service experience around product.