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.”
Jul 5, 2015, 2:00 PM EDT
Ginobili has yet to announce his future plans.
Jul 5, 2015, 12:30 PM EDT
LeBron is going to win, Tristan Thompson is going to get his money.
Jul 5, 2015, 11:00 AM EDT
Another guy who took less money to avoid playing in Sacramento.
Jul 5, 2015, 9:30 AM EDT
L.A. is all kinds of desperate now that DeAndre Jordan has bolted for the Mavericks.
Jul 5, 2015, 8:00 AM EDT
How will Blazers fans react when Aldridge returns?
Jul 5, 2015, 3:12 AM EDT
Quality pickup by the Kings.
Jul 5, 2015, 12:14 AM EDT
Phil Jackson gets a gold star for this move.
Jul 4, 2015, 11:00 PM EDT
McRae was the 58th overall pick in the 2014 draft, and is a member of Philadelphia’s Summer League squad.
Jul 4, 2015, 9:30 PM EDT
Nice addition by Orlando.
Jul 4, 2015, 8:00 PM EDT
He would have to take a paycut, but Dallas needs help at the point.
Jul 4, 2015, 6:30 PM EDT
The Spurs are going to just keep going on, being the San Antonio Spurs
Jul 4, 2015, 5:01 PM EDT
Jul 4, 2015, 3:30 PM EDT
Bargain for Toronto — as long as the Raptors aren’t expecting any offense.
Jul 4, 2015, 2:00 PM EDT
The LaMarcus Aldridge Effect
Jul 4, 2015, 12:21 PM EDT
Biggest name left in free agency will make San Antonio a powerhouse.
Jul 4, 2015, 11:00 AM EDT
Cuban believes Jordan can average 20 points, 20 rebounds per game.
Jul 4, 2015, 9:30 AM EDT
Fits with West’s desire to play for a contender, but he’d have to take very little money to sign there.
Jul 4, 2015, 8:00 AM EDT
The Clippers went small the final five minutes of Game 7 against the Spurs, and it worked.
Jul 4, 2015, 12:33 AM EDT
At this price, it’s a fair pickup for New Yor, giving hem another role player.
Jul 3, 2015, 11:03 PM EDT
Hopefully Scott Skiles will play Harris this time.
- Spurs reset franchise for post Tim Duncan life in one impressive week 17
- Report: Lakers, Pacers reach deal to trade Roy Hibbert to LA 50
- LaMarcus Aldridge has chosen to sign with Spurs 85
- Who should Clippers get to replace DeAndre Jordan? How about Blake Griffin. 42
- Report: Tobias Harris reaches four-year, $64 million extension to stay with Orlando 25
- Report: Rajon Rondo agrees to one-year, $9.5 million deal with Sacramento Kings 48
- Report: DeAndre Jordan agrees to four-year, $80 million deal to join Dallas Mavericks 58
- Report: Kings signing Marco Belinelli to three-year, $19 million contract 19