LR/LA. Storytelling in three
dimensions since 2007
Return to the top

Nike's Los Fearless shop in shop in shop

February 14, 2011

For the last couple of years there has been what appeared to be a temporary shop in shop concept called House of Hoops inside the Beverly Center's Foot Locker. The massive marketing campaign for the original House of Hoops was just a warmup for the new Los Fearless concept. With the NBA All Star Game in LA, Nike is giving hoop-lovers a destination other than Staples Center. It's a little tough to understand exactly what Los Fearless is. It's a very Nike concept - a visceral connection between the spirit of LA and a select few of Nikes highest paid endorsers. Here's how they put it:

How do they finally pull this concept together? Well, in just the way you would expect: with a fifty-foot-long super-futuristic black mamba. It's a grand campaign that culminates in a very small exhibit of hot new hoop sneakers at the heart of the House of Hoops.
It must take some kind of super-projector to shoot across this brightly lit atrium.
Oh there it is. A marketing program of this scale should set aside a little cash for a projector shroud. 
0 Comments Write a comment

Add Comment

* Required