The Ultimate NBA All-Star Week Brand Activation

During NBA All-Star Week 2025 in San Francisco, Foot Locker set out to create an electrifying brand activation that pulsed with the energy, star power, and spectacle of the big event. This experience needed to match the intensity of the game itself—blazing lights, elite athletes, and the heart-pounding excitement of sneaker culture at its peak. SGK, a global brand experience agency, tapped us to bring this ambitious vision to life. Leveraging our expertise in fabrication and production, we transformed an empty retail space into an immersive 5,000 square-foot basketball experience that seamlessly integrated Foot Locker’s brand identity with the excitement of NBA All-Star Weekend.

The Challenge

The primary challenge was executing a large-scale activation in a tight timeframe while working within the constraints of an existing retail space—a former H&M store in a high-traffic area of San Francisco. The space needed to be visually impactful yet accommodate multiple footwear and apparel brands surrounding our main event. We also had to ensure that the court and display elements were safe, durable, and aligned with NBA specifications, all while balancing budget considerations.

Strategy

We swiftly deployed a team to conduct an on-site evaluation with SGK’s design concepts in hand. Applying our "Strategic Impact Model," we focused on developing the most efficient plan for materials and production methods. Our team took precise field measurements, identified existing unsafe rigging in the rental space, assessed electrical capacity and needs, and considered logistical hurdles, including load-in and load-out constraints. Addressing these key factors early would ensure a seamless execution that aligned budget, safety, and design requirements.

Design

With SGK providing approved design documents, our role included real-time pricing feedback and identifying opportunities for cost savings – such as utilizing rental components to minimize waste. We performed sampling and testing in our local Chicago facility to validate design ideas, with a strong focus on the durability, safety, and functionality of the basketball court and hoop installations. The hoop was securely mounted for high-impact use. Sliding netting was incorporated to protect guests from errant balls. And strategic pathways created to optimize visitor flow.

Production

The tight schedule required a flawless production plan. Custom brackets were fabricated to easily secure basketball hoops to existing trusses, ensuring safety without damage to the building. Maple flooring, sourced from a real NBA court manufacturer, was finished in-house with a high-gloss black treatment to meet Foot Locker’s aesthetic. Large supergraphics and column wraps transformed the existing architecture without the need for structural modifications. Custom lockers, custom-lit SEG frames, and close collaboration with the LED display team put the finishing touches on one of our all-time favorite All Star Weekend activations.