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



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.


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.


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.


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.


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 Jonathan Simmons’ chasedown block on Stephen Curry


Jonathan Simmons did his best LeBron James impression on opening night.

While the Spurs were running the Warriors out of Oracle Arena — a 129-100 Spurs win — Simmons had a fantastic chasedown block on Stephen Curry. It was one of the plays of the game (most of the rest came from Kawhi Leonard).

Simmons had 20 points on 8-of-14 shooting off the bench for the Spurs in the win, which included a poster dunk on JaVale McGee late. Just to put some icing on the win.

Iman Shumpert in concussion protocol after collision with Porzingis

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Late in the third quarter of Cleveland’s blowout opening night win over New York, the Cavalier’s Iman Shumpert lowered his head and tried to drive the lane, where he collided with Knicks big man Kristaps Porzingis. It looked like Shumpert’s head hit Porzingis’ hip and elbow.

Shumpert instantly went to the ground, then needed help to come off the court. He was diagnosed with concussion-like symptoms, the team announced. Apparently, Porzingis is a rock.

That puts Shumpert in the league’s concussion protocol, and he’s going to miss time, notes Joe Vardon of the Cleveland Plain Dealer.

A source questioned whether Shumpert would be available for either of the Cavs’ next two games, Friday in Toronto and Saturday against Orlando at The Q. To play, Shumpert would need to be symptom free, pass a series of tests, and show no symptoms after each test.

There is no set timeline with a concussion. In the short term, this will mean more DeAndre Liggins on the court until Shumpert returns.

The Cavs are already without rookie backup point guard Kay Felder, who suffered a concussion during practice last Friday when he ran into Chris Andersen.

What championship hangover? Cavaliers rout Knicks on ring night in Cleveland.

CLEVELAND, OH - OCTOBER 25:  LeBron James #23 of the Cleveland Cavaliers finishes off a fast break with a dunk in the third quarter as Carmelo Anthony #7 of the New York Knicks watches on October 25, 2016 at Quicken Loans Arena in Cleveland, Ohio. Cleveland defeated New York 117-88. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Jamie Sabau/Getty Images)
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There’s a good reason LeBron James has been to six straight NBA Finals. It’s not all about his incredible physical gifts. It’s not about the quality of his teammates.

It’s about will.

On a night when a lot of teams play like their hungover — the night they get their championship rings and a banner is raised to the rafters — LeBron played harder than anyone and pulled his team along.

LeBron had a triple-double — 19 points, 14 assists, 11 rebounds — and led the Cavaliers to an easy win over the Knicks, 117-86. Kyrie Irving had 29 points — 19 in the third — and Kevin Love added 23 in the win.

But mostly it was the Cavaliers’ offense getting whatever shot it wanted and the Knicks watching dunks from up close.

Over the course of this season, these Knicks will evolve into something better than they showed opening night. No Derrick Rose (trial) and no Joakim Noah (injury) meant the Knicks starting five didn’t have a lot of cohesion and chemistry from the start.

After a sluggish first five minutes by both teams — they were a combined 6-of-22 shooting to open the game — the Cavaliers slowly started to create a little space behind 10 first quarter points from Love. That lead really started to grow as the Knicks bench came in and went 0-of-6 shooting to end the quarter, with Brandon Jennings making questionable decisions. Tack on seven Knick turnovers and the first and they were down 10 after 12 minutes.

The Cavs were in control through much of the second quarter until the Knicks went on a 10-0 run to make it a game again. It was Derrick Rose and Carmelo Anthony driving the team — they shot a combined 12-of-20 in the first half, the rest of the Knicks were 5-of-23. It was 48-45 Cavaliers at the break.

In the third quarter the Cavaliers starters cranked it up behind Kyrie Irving and tighter defense — the third quarter saw Kyrie Irving with 19 points and the entire Knicks team with 19. It was 82-64 Cavs after three and the celebration was on.

Kristaps Porzingis showed some moments but his 16 points came on 5-of-13 shooting. Anthony had 19 points on 18 shots. Rose had 17 points but four turnovers and one assist. Brandon Jennings came off the bench to shoot 1-of-7. It was not their best night.

For the Cavs, it was one to remember — the first banner in 52 years went up.

Did we mention LeBron James was dunking all over Knicks? Watch for yourself.


LeBron James isn’t the only story out of the NBA season opener — Kyrie Irving had 29 points, Kevin Love had 23, Carmelo Anthony and Derrick Rose were shotmaking.

But mostly, LeBron James was dunking. And racking up a triple-double (19 points, 14 assists, 11 rebounds). But mostly just dunking. Like you see above. Or there is this alley-oop.

Or, there was this putback throwdown.

And we can throw in a block on Courtney Lee just for fun.