SUMMER BALLERS WILDSTYLE
NIKE SUMMER HOOPS RETAIL INITIATIVE
The NBA quits it in June, but when heat waves hit, the summer ballers are on. Street courts fill with fast pick-up games, trading NBA superstars for neighborhood flavor. Rocking with personal style and flair, summer basketball is a whole nother market. Our Summer Hoops retail initiative helped Nike flip sales towards this flamboyant persona. Playing with tag lines, we found an anchoring element in words. Words are like teams: letters have to stand together to make sense, but also live individually. Running with that, we set product amidst 3-D lettering in wild-style positioning. To convey the feeling of unique flair, our letters stood in place but off-line, like players thrown into a pick-up game. Colors switched and flipped from letter to letter, showing the individual intensity and bright appeal of the summer player. Splashed with brightness, lined with neon, or faded in gradient shifts, the bold color scheme featured Nike product amidst their artful jumble. It was a fast break of pop color through the summer retail experience.
