Leveraging spiking hoops interest around the 2023 NBA All-Star Weekend, Nike and Ja Morant promoted the new Ja 1 signature sneakers through an omnichannel campaign built around a mountainous on-site pop-up store built entirely from ice.
The marketing initiative tipped off on Friday 17 February when Nike released content featuring the custom diamond pendant it had made by Atlanta jewellers Icebox Diamonds and Watches and then gifted to the Memphis Grizzlies guard. The jewellery piece was shaped with Nike and Morant’s custom triangle-shaped logo which was unveiled with the Christmas Day Ja 1 signature sneaker launch.
Alongside the pendant, Nike also amplified social content of the ‘iced out’ pair of black midnight Ja 1s it had given to him to wear during the All-Star Game on 19 February. The colourway, the ‘12am’ on the front laces and ‘It’s 12am somewhere’ on the bottom sole, all refer to Morant’s motivation ahead of the 2021/22 NBA season when he described himself as ‘working in the dark’: meaning he had created very few social media posts during the summer as he was focused on improving his game through late night workouts.
Plus, the Portland sportswear behemoth built a pop-up shop called ‘Mount 12skii’ in Salt Lake City – the venue for the 2023 NBA All-Star Weekend which was held between 17 and 19 February – which commemorates the Utah landscape while promoting the kicks.
Created in a collaboration between Nike Basketball and SNKRS, the giant, white pop-up shop was constructed in the shape of a Nike Ja 1, its box, plus the iced-out 12 chain pendant and, in a nod to his team, a Grizzle head.
The branded, temporary shop was carved as a giant sneaker ice sculpture on the outside and on the inside (which is kept at a cool 30-degrees) a Morant themed ice museum contained frozen artefact effect walls encasing jerseys, rims, drill cones, weight plates and an ice luge that delivers the midnight and scratch propositions of the Ja 1 and offered fans a chance to look at, try and buy the fresh kicks before their official release in April.
Beside the pop-up was a statue of Morant surrounded by a block ice.
This All-Star campaign, which was inspired by Morant’s love of jewellery and his persistent work ethic, is part of Nike’s current push to elevate the athlete ambassador’s status into basketball superstardom. Nike aims to position Morant as its first Gen Z signature athlete and his signature product line is designed for and targets the next generation of fans and players.
Morant also adds a hands-on approach to the creative and design process and his own personal handwritten notes render throughout the slate of sneaker colourways to acknowledge his friends, family and community who are collectively known as Team Morant.
The shoe itself has been technically designed to maximize hangtime while reducing landing force through the forefoot’s lockdown panels. Thus linking to Morant’s aggressive, athletic and athletic, above the rim style of play. Something referenced in the design through a ‘claw scratch’ graphic: something that also links to his Grizzles’ teams roots in Vancouver before its move to Memphis. Other features include a Swarovski crystal-covered Swoosh and an icy blue translucent outsole.
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The NBA’s All-Star weekend provides plenty if opportunities for brands from across the consumer, sports, entertainment, culture, fashion and music space to unveil and promote new products and services.
Other major marketing initiatives include PepsiCo’s new Starry soda ‘Starry Struck / Starry Hits Different‘ launch campaign and NBA sponsorship activation.
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