Art is everywhere—even your local basketball court. To launch Kyrie Irving’s 1 World/1 People DIY signature shoe, we partnered with House of Hoops and Nike to create the world’s first augmented reality art gallery that can be experienced at any public basketball court.
nike x hoh: Gallery K11
We partnered with six artists who are inspired by the game. Each artist was given a 1 World/1 People DIY pack to turn into a work of art, which was displayed in Gallery K11.
Their artwork was also part of a social giveaway to connect the larger hooper audience to the campaign. The artists also provided a personal piece to the collection, adding another layer of artistry to the digital gallery experience.
Using AR technology and geolocation, Gallery K11 dropped onto courts worldwide. To see the gallery, all you had to do was head to your local basketball court and launch the experience. People across 23 countries explored the gallery, garnering 11M impressions.
Creative Director: Curtis Maddox | ACD, Art: Pedro Sanguine | Sr. Copywriter: Maddie Ecker