NikeTown LA | NBA All-Star Game Store Dressout

CONCEPT ONE: ALL STARS V. ROBOTS
This environmental design was a full dress-out of the NikeTown LA store for the 2004 NBA All-Star Game. Of the multiple directions concepted, Nike selected this raw, street ball-inspired design that pitted the NBA All-Stars against superhuman, powerful robots. The monochromatic design with pops of red speak to the gritty nature of the Los Angeles Street Ball culture.

The campaign featured the All-Stars who were sponsored by Nike, with rookie LeBron James at the center of it all .

CONCEPT TWO: ALL STARS AS SUPER HEROES
The alternative concept presented to Nike, this approach is a colorful, comic book / Lichtenstein-style layered graphics, featuring the NBA All-Star players as larger than life superheroes. We leaned into the nicknames of the players as their superhero personas. While the Robot concept (shown previously) was selected, we were partial to this concept internally—which we developed prior to the now ubiquitous comic style designs.

Neal Zimmerman, Creative Direction
Kate Addiego, Design Direction