Nike
Kyrie X Lebron X Nike
Digital Experience
/ 2020
Shop it and cop it from Kyrie and Lebron's locker
In anticipation of 2020's most coveted holiday sneaker drops, we created a series of custom crates, curated by Lebron, Kyrie, and De'Aaron Fox—and linked them to an exclusive virtual unlock experience that was only accessible to loyal members' own homes, via AR.
A SHOE STORY COME TO LIFE
First we asked Kyrie, Lebron, and De'Aaron to assemble a collection of personal items that would tell the story of their latest kicks—and then we filled their DropVaults with that story in the form of explorable digital items.
But it didn't stop there—each Vault was completely unique and designed around the visual center of the shoe, materialized at the scale of real life.
And within every DropVault lies the exclusive chance for members to unlock a shot at a crate filled with items chosen by Kyrie, LeBron, and De'Aaron themselves—driving the hype to own of piece of personal star-powered memorabilia through the roof.
Creds
Agency: AKQA
Creative Director: Brad Hall
ACD: Reef Younis
Art Director: Alice Chiapperini
Writers: Matteo Capaldi
Design: Pedro Sanguine
PM: Ryan Rossi + Jessica Danner