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FOOT LOCKER

Home Court at 
NBA All Star 2024

2023 – 2024
A multi-brand experiential activation takeover

Role  Associate Design Director    |    Agency  Wasserman










Background
During NBA All-Star Weekend 2024 in Indianapolis, Foot Locker’s Home Court Pop-Up transformed into a paradise for 23,000+ sneakerheads and basketball fans. The four-day activation featured a dynamic mix of interactive brand experiences, talent programming, and retail engagement, bringing the energy of the game to life while reinforcing Foot Locker’s position as a cultural hub for basketball and sneaker enthusiasts.






The Ask
Foot Locker aimed to create an unforgettable multi-brand experiential activation that celebrated basketball culture, engaged fans with high-impact touchpoints, and provided meaningful community contributions. The challenge was to execute a large-scale, multi-faceted experience that seamlessly integrated branded interactions, athlete engagements, and immersive retail experiences—all within a jam-packed schedule of NBA All-Star Weekend.



Store windows exterior



...
Main entryway and concept render wall elevation detail


Our Approach & Delivery
Our team developed and executed a fully immersive Home Court experience that blended interactive and physical experiences, exclusive product drops, live programming, and digital engagement.

  • Designed and executed a cohesive multi-brand experience that seamlessly integrated product, culture, and community.

  • Created visuals for high-profile athlete and talent programming, ensuring impactful fan engagement.

  • Developed an engaging experiential storytelling strategy for in-person attendees as well as noise created on social from the activation.

  • Coordinated cross-functional collaboration between internal teams and Foot Locker to ensure smooth execution.





AR sneaker customization station


Digital social share image takeaway






Full digital court screen design & in-play graphics






    Key Results
    • Engaged over 23,000 attendees across four days, solidifying Foot Locker’s presence as a leader in basketball culture.

    • Delivered a highly shareable experience, with fans interacting with activations and sharing across social media.

    • Strengthened Foot Locker’s brand affinity through authentic athlete engagement, community outreach, and exclusive experiences.

    • Enhanced a multi-brand experience through an interactive and story-driven walkthrough format—uniting Foot Locker’s partnerships with Nike, Jordan, Adidas, Puma, Under Armour, and Converse.










    Programs & Tools:
    Adobe Creative Suite
    Figma
    Keynote
    ©MMXXV Jess Harrington
    Portland, USA