All Star Weekend ‘23
In honor of All-Star Weekend in Salt Lake City, Ona was challenged to connect the stories of Nike’s ASW Signature Collection footwear with each respective player, while highlighting their roles in basketball history/culture. The legacies of these athletes and basketball itself are cured in salt, forever preserved in time.
Millenia ago, in early sub-Saharan civilizations, salt was valued more than gold and served as currency. The ancient practice of curing was essential to life, and has since become essential to preserving history. The creative strategy for this comprehensive visual center was to show how salt preserves these legends as we look to the future of basketball.
concept
The creative signified not just the preservation of the court, but also the preservation of the sport and of each product. Our setting was a salt encrusted court, preserved in time, complete with basketballs, hoops, nets, and benches that were ambiguous in both period and place.
On these salt flat ruins, we rested the ASW hero shoes on top of raw concrete building materials. These materials were designed to look as though they were left behind from the time of the court’s original construction, weathered from salt and wind.
Rather than have the noted players, themselves, be photographed, we opted for models with an emphasis on capturing them in action and with as little of their faces shown as possible. The goal here was to have them represent the consumer, donning the gear of their heroes and beginning legacies that could one day rival the greats’.
lifestyle
In addition to the content for the original collection, Ona created an app thread, email, and @NikeSportswear social content for the Preservation Pack, a secondary line of lifestyle shoes designed to emulate the salt flats in honor of ASW 2023.
slam magazine
We designed a first page layout to highlight the Signature Collection launch for SLAM Magazine’s Feb/March ‘23 issue. SLAM Magazine is a top-selling basketball publication that’s covered the sport’s most relevant news since 1994.
ASMR
One of the motion assets was an immersive ASMR TikTok, highlighting sounds of the court: the wind, chains on the net rattling, the ball being passed from hand to hand, etc..
ASMR is an incredibly popular hashtag and video genre on this app, with one of Nike’s most popular posts being of the same variety.
KEY ROLES + RESPONSIBILITIES
Creative director
set + style direction
director
post production
digital, print, RETAIL, OOH assets
