Feb 23, 2013, 5:00 PM EDT
Nike Basketball pulled out all the stops during All-Star weekend to showcase its extraterrestrial lineup of special edition kicks that would be worn by Kobe Bryant, LeBron James, and Kevin Durant during the NBA’s midseason exhibition.
Setting up shop inside the Houston Galleria mall, Nike created an Area 72 retail space that allowed fans to get the full space-age experience. It was impossible to miss the large black dome in the center of the mall’s lower level that housed the exhibit — it was eye-catching from above, and even at a distance.
Once inside, fans enter a hallway with silver “space boot” versions of the shoes lining the walls, which leads them into the main area of the exhibit.
After passing through the hallway, you find yourself in the center of things, where the real All-Star edition shoes are all on display. This was one of the cooler parts of the experience, where everyone entering received an access card with a unique code on it.
Visitors walked around the exhibit where the shoes were encased in glass, and got to enter their code on a keypad. If the display read “access denied,” they didn’t win anything. But if it lit up with “access granted,” a key was revealed and they could unlock their size of the pair of shoes that they had just won.
One young man really wanted to win badly, and would rest his head against the display, eyes closed as he was deep in meditation (or perhaps prayer) before entering his code on the keypad. Unfortunately, he wasn’t among the chosen ones, and let out an exasperated yelp after being denied at all three tries.
There was plenty more detail to see, including video displays featuring Bryant, James, and Durant. Near the display’s exit was a customization booth, where merchandise that included socks, shirts, and track jackets could be special-ordered with various Area 72 design options. This was packed consistently throughout the weekend, and orders took between 1-2 hours to complete.
Nike held player appearances at the space throughout the weekend, which included the three biggest names in the game whose shoes were prominently featured. The crowds were at times alost unmanageable, which speaks to the success of the space, as well as to the popularity of the NBA and the merchandise supporting the league fans love to watch.
During my visit, I caught up with Erick Goto, a member of the design team that created all of this. One of the more interesting things we discussed was how the design process for the All-Star edition shoes, as well as the theme that would carry the company’s vision throughout the weekend, was over a year in the making.
As we talked about all that went into the design process, Goto was like an actor who works on a film a year or more before it’s released, and then has to discuss it again after it’s become a distant part of his professional past.
“Up until a couple weeks, ago, I really didn’t know how excited to be about this whole thing,” he said. “But seeing all the images of how the space would look, I got so excited because you know, you’re working on it a year ago, and you’re done with that stuff. It was so long ago.”
Goto said the design team was surprised with how popular the space-age themes have become, beginning with the Galaxy editions that carried the 2012 All-Star weekend in Orlando through to the extraterrestrial theme that was omnipresent in Houston.
“We were surprised,” he said. “We definitely didn’t think that it would cause as much chaos as it did last year, but it’s great. And that’s kind of what pushes the creativity for the team. We’re always trying to make sure we deliver something special.”
The detail and design that was put into each player’s special edition shoe is truly something to behold, as was the retail space that came together for the All-Star weekend celebration. Seeing the space in its finished form made it well worth all the hard work the design team put into it, beginning more than 12 months before the final vision was realized.
“This totally made it worth it,” Goto said. “It totally brought a tear to my eye. People were down here a couple of days [before the opening] just sending me pictures of how the space was building out, and I was like, no way! I got totally excited. We worked on the product so long ago thinking, ‘it would be cool if they did this, or it would be cool if they did that.’ But they actually made everything happen.”
Apr 1, 2015, 1:34 AM EDT
We may have to watch the Nets in the playoffs. Lord help us all.
Apr 1, 2015, 12:50 AM EDT
Curry just dropped the best defensive point guard in the NBA.
Mar 31, 2015, 11:00 PM EDT
The deer is angrier
Mar 31, 2015, 10:00 PM EDT
Curry and Harden seem to be the frontrunners.
Mar 31, 2015, 9:00 PM EDT
“Not what I envisioned coming into this season. But I’m here and ready to conquer this journey.” —Kevin Durant
Mar 31, 2015, 7:59 PM EDT
Which is easier to insult, the Lakers or Justin Bieber?
Mar 31, 2015, 7:20 PM EDT
Harrell a potential lottery pick, Rozier a potential first rounder
Mar 31, 2015, 6:29 PM EDT
It’s impossible to ever really define and entire large city in one bit of writing. But this story comes as close to defining the intricate relationship of San Antonio with the Spurs as you are going to see.
Mar 31, 2015, 5:38 PM EDT
Redick, who once looked like a bust given oversized expectations, playing big role for surging Clippers
Mar 31, 2015, 4:56 PM EDT
This was fun frustration
Mar 31, 2015, 3:44 PM EDT
Knicks fans should be patient with this season. Optimistic… that’s a tough sell.
Mar 31, 2015, 2:59 PM EDT
LeBron names his three, and says after that he has ‘a bunch of teammates.’
Mar 31, 2015, 2:00 PM EDT
It had been hoped that Beverley might be available to return later in the postseason.
Mar 31, 2015, 1:20 PM EDT
Mar 31, 2015, 12:40 PM EDT
We already knew Durant was done for the season, but the Thunder have updated his status.
Mar 31, 2015, 12:00 PM EDT
Green is trying to downplay rivalry with Clippers coach, and is dealing with inflammation in his shins.
Kyrie Irving on his relationship with LeBron James: ‘I don’t want to say it’s not been rocky at all’
Mar 31, 2015, 11:20 AM EDT
Things are clicking now in Cleveland, but it wasn’t that way at the beginning of the season.
Flip Saunders (sort of) makes up with Jazz broadcaster after ripping him for saying Timberwolves were tanking
Mar 31, 2015, 10:40 AM EDT
Interaction ended with a handshake, but it seemed evident Saunders remained displeased.
Mar 31, 2015, 10:00 AM EDT
Hornets were fighting for a playoff spot, but their big free agent acquisition sat on the bench.
Mar 31, 2015, 9:20 AM EDT
Team has nothing left to play for, and Cousins has some nagging injuries.
- Anthony Davis says James Harden should be MVP 12
- Stop judging J.J. Redick by his Duke days if you haven’t already 5
- Thunder say Kevin Durant underwent successful bone graft surgery, will return in 4-6 months 4
- Five Things We Learned in NBA Monday: DeMar DeRozan went Harden on Harden 12
- Derrick Rose returns to full-contact practice, Bulls return date still unknown 13
- Report: Sacramento consultant Chris Mullin to take St. John’s head coaching job 4
- PBT Extra: Taking twitter questions on Clippers, Michael Carter-Williams, more 7
- PBT’s NBA Power Rankings: Cream rising to top as playoffs near 28