Nike Gallery K11

Challenge

A player at the top of his game, and an influential name throughout the sneaker head community, Kyrie Irving has built a following of millions. To launch his latest shoe line with Nike, Irving wanted an experience that felt authentic and accessible for hoopers to enjoy worldwide. Our friends at AKQA came to us with an idea to fuse the worlds of art and basketball, developing a gallery space that would unite a passion for style and sport in a place that felt familiar - the courts we play on. To achieve this personalized experience at such scale meant taking the game to the next level, bringing in our knowledge with augmented reality to create a virtual gallery in the hands of every baller.

Solution

Our team quickly got to work after a lay up from AKQA who delivered bespoke 3D assets, each featuring work from one 
of six artists. Using augmented reality and geolocation, the experience would find nearby courts for the user where the artwork could be displayed. Once launched, they would be able to navigate through the gallery to simulate a realistic tour experience, taking in the artwork from center circle to the free throw line. Additionally, users could continue to connect with the artists social channels linked out from the activation or follow links to purchase the K11, 1 World/ 1 People sneaker.



For those unable to access a basketball court, the gallery was also developed to be viewed from a user’s current location upon any flat surface in front of them.

Impact

Gallery K11’s reach extended far beyond expectations, with visitors across 23 countries engaging in the campaign and accumulating 11m in impressions.

House of Hoops delivered a hook shot experience through this platform, bringing a fresh perspective to art in basketball while connecting with fans on their home courts globally. An experience that will hang in the virtual rafters for years to come.