A detailed look at Nike Basketball’s Area 72 space from All-Star weekend in Houston

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Nike Basketball pulled out all the stops during All-Star weekend to showcase its extraterrestrial lineup of special edition kicks that would be worn by Kobe Bryant, LeBron James, and Kevin Durant during the NBA’s midseason exhibition.

Setting up shop inside the Houston Galleria mall, Nike created an Area 72 retail space that allowed fans to get the full space-age experience. It was impossible to miss the large black dome in the center of the mall’s lower level that housed the exhibit — it was eye-catching from above, and even at a distance.

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Once inside, fans enter a hallway with silver “space boot” versions of the shoes lining the walls, which leads them into the main area of the exhibit.

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After passing through the hallway, you find yourself in the center of things, where the real All-Star edition shoes are all on display. This was one of the cooler parts of the experience, where everyone entering received an access card with a unique code on it.

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Visitors walked around the exhibit where the shoes were encased in glass, and got to enter their code on a keypad. If the display read “access denied,” they didn’t win anything. But if it lit up with “access granted,” a key was revealed and they could unlock their size of the pair of shoes that they had just won.

One young man really wanted to win badly, and would rest his head against the display, eyes closed as he was deep in meditation (or perhaps prayer) before entering his code on the keypad. Unfortunately, he wasn’t among the chosen ones, and let out an exasperated yelp after being denied at all three tries.

There was plenty more detail to see, including video displays featuring Bryant, James, and Durant. Near the display’s exit was a customization booth, where merchandise that included socks, shirts, and track jackets could be special-ordered with various Area 72 design options. This was packed consistently throughout the weekend, and orders took between 1-2 hours to complete.

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Nike held player appearances at the space throughout the weekend, which included the three biggest names in the game whose shoes were prominently featured. The crowds were at times alost unmanageable, which speaks to the success of the space, as well as to the popularity of the NBA and the merchandise supporting the league fans love to watch.

During my visit, I caught up with Erick Goto, a member of the design team that created all of this. One of the more interesting things we discussed was how the design process for the All-Star edition shoes, as well as the theme that would carry the company’s vision throughout the weekend, was over a year in the making.

As we talked about all that went into the design process, Goto was like an actor who works on a film a year or more before it’s released, and then has to discuss it again after it’s become a distant part of his professional past.

“Up until a couple weeks, ago, I really didn’t know how excited to be about this whole thing,” he said. “But seeing all the images of how the space would look, I got so excited because you know, you’re working on it a year ago, and you’re done with that stuff. It was so long ago.”

Goto said the design team was surprised with how popular the space-age themes have become, beginning with the Galaxy editions that carried the 2012 All-Star weekend in Orlando through to the extraterrestrial theme that was omnipresent in Houston.

“We were surprised,” he said. “We definitely didn’t think that it would cause as much chaos as it did last year, but it’s great. And that’s kind of what pushes the creativity for the team. We’re always trying to make sure we deliver something special.”

The detail and design that was put into each player’s special edition shoe is truly something to behold, as was the retail space that came together for the All-Star weekend celebration. Seeing the space in its finished form made it well worth all the hard work the design team put into it, beginning more than 12 months before the final vision was realized.

“This totally made it worth it,” Goto said. “It totally brought a tear to my eye. People were down here a couple of days [before the opening] just sending me pictures of how the space was building out, and I was like, no way! I got totally excited. We worked on the product so long ago thinking, ‘it would be cool if they did this, or it would be cool if they did that.’ But they actually made everything happen.”


Nike Basketball Area 72 space at All-Star weekend in Houston

Watch Allen Iverson’s first bucket in Big3 League debut

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The Big3 League came to Brooklyn and put on a show (which you can see broadcast on FS 1 Monday night).

That includes coach Allen Iverson putting on a jersey and playing a little.

He got his first bucket taking a ball saved from going out of bounds, dribbling up to the elbow, and knocking it down. The crowd loved it. Iverson coached/played his team to victory thanks to Andre Owens putting up 20 points and 15 rebounds.

 

D’Angelo Russell makes first appearance at Barclays Center, gets booed

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Welcome to New York, D'Angelo Russell.

The Brooklyn Nets made a smart gamble before the draft and traded Brook Lopez (and his expiring contract) to the Lakers for the bloated contract of Timofey Mozgov and the promise of Russell. It’s a smart move to see if coach Kenny Atkinson can lift up the young point guard who shows promise but is inconsistent.

Nets fans don’t seem so thrilled. Russell showed up for the Big3 games at Barclays Center, and he did not feel the love, reports Tim Bontemps of the Washington Post.

These are New York fans, they would boo George Washington.

It’s simple for Russell, he just has to win them over. He gets a fresh start in Brooklyn and the baggage the Lakers saw him carrying is gone. It’s his chance to win a city over and be part of the future — but he will have to earn it.

Otherwise, it won’t be long or he will hear those boos again.

Spike Lee says not everyone at Nike thought Jordan should be face of company at first

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We have mythologized Michael Jordan into a man who could almost walk on water, and could certainly walk on air. He legitimately is the GOAT — or, at the very least, one of a handful of players ever worthy of being in that conversation — but the idea he is perfect is far from true.  (He was 6-7 in getting his team to the Finals, LeBron is 8-4, so LeBron lifted lesser teams farther, to use one devil’s advocate argument).

Not everyone always believed in Jordan, and that came out in a couple recent articles.

The Chicago Tribune ran a June 20, 1984, article about Jordan being drafted from their paper, where then GM Rod Thorn was not exactly selling Jordan as a franchise changing player.

“There just wasn’t a center available,” said Thorn. “What can you do?”

“He’s only 6-5,” said Thorn, who must use a different yardstick than Dean Smith, the Carolina coach. Down where the tobacco grows, Jordan has always been 6-6, not that one inch ever stopped Jordan from crashing the boards, hitting from the outside or playing substantially above sea level. By the time he gets to Chicago, or when negotiations for his wages get sticky, Jordan may be the size of a jockey. The Bulls aren’t even sure where to play Jordan. “Big guard, small forward,” said coach Kevin Loughery.

Jordan ended up being the perfect player at the perfect time — an all-time great who peaked just as the popularity of the game took off, and with a little help from Nike his image blew up.

Except, not everybody at Nike was down with Jordan being the face of the organization, Spike Lee told Sole Collector (remember Lee and his commercials helped blow up Jordan’s image).

“People don’t know about this, but the truth is a lot of people were speaking in Mr. Knight’s ear that it might not be too good for Nike to have Michael Jordan as the face of the company,” Lee revealed to Sole Collector. He added that there were worries that Jordan “might not appeal to white America, or the general market as a whole.”

Jordan, obviously, transcended the market and everything else.

But Jordan had his doubters and had his rough patches. He got his head handed to him year after year by the Bad Boy Pistons, who taught him how to win the hard way. He was thought of as the guy who couldn’t win the big one, who was too selfish a player to lead a team to a title.

In hindsight, it’s laughable. But that’s what you get when you try to define a person’s legacy before his career is over.

 

Jimmy Butler shows up in Minnesota wearing a fanny pack and holding a football (PHOTO)

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Jimmy Butler is now a member of the Minnesota Timberwolves, reunited with former Chicago Bulls head coach Tom Thibodeau. A draft day trade between the Bulls and the Timberwolves saw Butler head to Minnesota in exchange for the No. 7 pick in 2017 NBA Draft, Zach LaVine, and Kris Dunn.

Butler and Thibodeau get along quite well, and there’s little doubt Butler will be one of the league leaders in minutes played for the Timberwolves next season. With the trade finalized, Butler showed up in Minnesota this week alongside Thibodeau wearing a very Butler-esque outfit.

There’s no good way to describe it other than by looking at it.

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The Bulls got hosed.