Launching the Lebron 15 for Nike in Cleveland


Launching the Lebron 15 for Nike in Cleveland

A brand experience celebrating a legend.

The Challenge

LeBron James is the crown jewel in Nike's US sponsorship ecosystem. Through a partnership that began before the 18-year-old LeBron was even drafted, they've designed some of the most coveted shoes in basketball over the past decade. It was important to Nike that the launch of their latest sneaker, the *LeBron 15* echoed across social media to make this new product impossible to miss.

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Our Approach

Inspired by LeBron's "Power Harnessed" branding, Set Creative built a compelling retail pop-up in downtown Cleveland, integrating a major brand with the aesthetic of a fine art gallery. Coinciding with the Cleveland Cavaliers season opening and the new Nike x NBA Jersey Launch, the brand experience was the perfect way to celebrate the rich history of Nike Basketball and LeBron's line of player edition shoes.

Inside the space, Set Creative constructed a massive wall displaying over 120 of LeBron's shoes, giving visual dimensions to King James' legacy. A game-play area invited visitors to test their basketball skills and a NIKEiD pod offered visitors the opportunity to customize a new pair of Nikes on-site.

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The Results

The first visitors to the site enjoyed the unique opportunity to be the first to purchase "the 15" in its three colorways: "Ghost", "Ashes" and “Pride Ohio”. Over the course of the 3-day event, the abundance of content created and shared by fansmade it Nike's #1 instagrammed moment to date.

The pop-up was featured in leading online industry magazines, including Highsnobiety, Sneakernews and Hiphopwired.

LeBron himself stopped by for an on-site interview with Road Trippin', a popular podcast with over 43,000 subscribers, and shared the pop-up on his channels with over 33 Million followers.

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