Executed Wilson’s cafe inspired activation at NBA All Star Weekend
Challenge
Work within a tight budget to follow up on the momentum of the previous year’s success and bring fresh energy and attention to Wilson’s activation booth.
Approach
Shot an in-studio product campaign inspired by the Salt Lake landscape to set the tone. The café concept was rooted in the idea that cafés are where startup ideas are born and old friends gather — themes of creativity, warmth, and nostalgia that reflect the values of the Wilson brand.
Execution
Built a functioning café that served hot chocolate and coffee to attendees during Salt Lake’s winter. The space featured a small stage where we hosted live conversations across art, media, sport, and culture. The airless basketball was on display for the first time. We also showcased two product collaborations — a glass basketball created by Victor Solomon and a basketball purse by Andrea Bergart — both available for purchase. The experience blended warmth, storytelling, and product in an environment designed for discovery and connection.
