Skip to content

A detailed look at Nike Basketball’s Area 72 space from All-Star weekend in Houston

Feb 23, 2013, 5:00 PM EDT

source:

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.

source:

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.

source:

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.

source:

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.

source:

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.”


Nike Basketball Area 72 space at All-Star weekend in Houston
Latest Posts
  1. Anthony Davis excited to get running in Alvin Gentry’s offense

    Jul 29, 2015, 10:55 PM EDT

    Golden State Warriors v New Orleans Pelicans - Game Four Getty Images

    The Pelicans were one of the slowest paced teams in the NBA last season, that’s about to change.

  2. Chris Kaman has new reality show, to air on Mark Cuban’s network

    Jul 29, 2015, 9:30 PM EDT

    Philadelphia 76ers v Los Angeles Lakers Philadelphia 76ers v Los Angeles Lakers

    “I think someone who would watch this would think there is something wrong with me and something wrong with my friends.” — Chris Kaman

  3. Report: Veteran point guard Andre Miller reaches one-year deal with Timberwolves

    Jul 29, 2015, 8:47 PM EDT

    Shabazz Napier, Andre Miller Shabazz Napier, Andre Miller

    Andrew Wiggins and Karl-Anthony Towns are about to be finishing alley-oops from the best lob passer in the game.

  4. Warriors promote Luke Walton to lead assistant coach

    Jul 29, 2015, 6:55 PM EDT

    Golden State Warriors v New Orleans Pelicans Getty Images

    Kerr says Luke Walton is a future head coach in the NBA.

  5. Raptors’ coach Dwane Casey says expect more small ball from the Raptors this year

    Jul 29, 2015, 6:31 PM EDT

    Toronto Raptors v Washington Wizards - Game Four Getty Images

    Toronto has shifted the roster to be more defensive, and be able to go smaller.

  6. Raptors hire Jerry Stackhouse as assistant coach

    Jul 29, 2015, 4:22 PM EDT

    Stackhouse drives against Carter Getty Images

    Rex Kalamian and Andy Greer also join Dwane Casey’s staff

  7. Jerry Colangelo: I think LeBron James wants to be part of Team USA

    Jul 29, 2015, 2:03 PM EDT

    cd0ymzcznguwzdbhnduynddiytjhm2yyzthlmtjjotqwyyznpwmxmdgxmdzhnmq1mwfkn2ewnwi0m2zkowvjzwnhmdmz AP

    Cavaliers star has avoided making a public decision

  8. Brazil’s automatic basketball bid for 2016 Olympics in jeopardy over money

    Jul 29, 2015, 1:04 PM EDT

    Tiago Splitter, Rudy Fernandez, Leandrinho Barbosa AP

    If Brazil qualifies through FIBA Americas Championship, that could close door for another North/South American team from qualifying

  9. Phil Jackson on Kobe Bryant: ‘I could feel his hatred’

    Jul 29, 2015, 12:00 PM EDT

    Los Angeles Lakers v Charlotte Bobcats Getty Images

    Lakers were in a bad place when Jackson first stepped away

  10. LeBron James Twitter Q&A: NFL career, Kobe Bryant’s best play, Ronda Rousey and more

    Jul 29, 2015, 10:13 AM EDT

    Cleveland Cavaliers v Los Angeles Lakers Cleveland Cavaliers v Los Angeles Lakers

    Cavaliers star also addresses his favorites – including place to play, rapper, and teammates

  11. Hornets sign Elliot Williams as 16th player

    Jul 29, 2015, 9:26 AM EDT

    Charlotte Hornets vs Philadelphia 76ers Getty Images

    He’ll likely compete with Aaron Harrison to make regular-season roster

  12. Who is still out there: Top 10 free agents still on the market

    Jul 29, 2015, 8:31 AM EDT

    Atlanta Hawks v Cleveland Cavaliers - Game Four Getty Images

    Cleveland’s Tristan Thompson and J.R. Smith head the list.

  13. Donald Trump says he’s becoming a Mavericks fan after Mark Cuban’s comments

    Jul 29, 2015, 12:05 AM EDT

    Celebrities At Game 3 Of The Lakers/Suns Getty Images

    Cuban said presidential candidate is ‘probably the best thing to happen to politics in a long, long time’

Top 10 NBA Player Searches
  1. K. Bryant (2805)
  2. B. Haywood (2425)
  3. I. Thomas (2351)
  4. A. Randolph (1955)
  5. L. James (1850)