Executed Wilson’s NBA All-Star Activation headlined with the Airless Basketball
Challenge
Build a booth around the Airless Basketball as the headline showstopper — all on a tight budget. The space also needed to feature the New Era x Wilson collab, a customization area, and promote All-Star Weekend product.
Approach
Designed the activation with the Airless Basketball at its core. The goal was to pull people in through a playtest area, then guide them through the space to explore and engage with other brand moments — from collabs to customization.
Execution
Built a striking centerpiece that brought the Airless Basketball’s hero video to life, surrounded by TVs and ambient desert soundscapes that immersed visitors in the Airless universe. Guests could dribble and interact with the ball, creating organic social moments. From there, they were guided to the New Era section, featuring a high-angled photobooth designed to catch attention and spark intrigue. The flow ended at a live customization zone, where a laser machine personalized product on the spot — rounding out a tactile, memorable brand experience. The activation also included a celebrity pickleball tournament organized with Joakim Noah, Lance Stephenson, Sydney Colson, Theresa Plaisance, and Zaire Franklin, hosted by Rachel Nichols, adding a high-energy cultural moment to the weekend.
