Nike All Star Week 2017
Design direction in partnership with SET Creative
In 2017 Nike debuted the Equality campaign to address rising tumult in America and to take a stand against prejudice and inequality, encouraging fairness and respect both on and off the field.
The campaign made its debut at the All Star Weekend in New Orleans, an event typically focused on celebrating basketball and driving sales. We partnered with Nike to concept a pop-up space that highlighted a social issue and drew connections between sport and a commitment to inclusion.
The space was designed to contrast the high energy of the event and exterior streets through a warm, ambient environment. We encouraged visitors to slow down and shift their focus to the message of the campaign, allowing key educational moments that led to participation opportunities.
Photo booths allowed consumers to take their portrait and add to a marquee wall and large digital display on the facade, representing an extension of the Equality campaign. This cohesive blend of athlete and consumer imagery showed that everyone, no matter their status, can be a part of change.
Creative Direction / Traci Sym
Design Direction / Julina Grace