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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

NBA local television ratings up, led by spike in Warriors viewship

PHILADELPHIA, PA - JANUARY 30: Klay Thompson #11, Draymond Green #23, Harrison Barnes #40, Shaun Livingston #34 and Stephen Curry #30 high five one another in the game against the Philadelphia 76ers on January 30, 2016 at the Wells Fargo Center in Philadelphia, Pennsylvania. 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 Mitchell Leff/Getty Images)
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Everyone wants to watch Stephen Curry and the Golden State Warriors.

Local television ratings for Warriors games on Comcast Sportsnet Bay Area have spiked 120 percent since last season, according to data compiled by the Sports Business Journal. An estimated 209,000 people tune in to CSN Bay Area for the games (plus the numbers of subscribers streaming Warriors’ games through CSNBayArea.com also has spiked this season).

It’s all part of an overall upward trend in ratings for the league, although about half the league’s markets have seen ratings fall.

Overall, as the NBA enters its All-Star break this weekend, the league’s local telecasts are up 6 percent year over year, according to Nielsen. Eleven teams have seen gains in their local ratings this season, while 15 have dropped. Denver Nuggets games on Altitude are flat with last year….

Golden State’s average rating is high enough to rank third in the NBA, an impressive achievement for a big-market team. Three of the top four teams as measured by ratings play in small markets: Cleveland, San Antonio and Oklahoma City. Additionally, with a league-best 209,000 households on average watching Warriors games locally this season, Golden State is far outpacing the New York Knicks for their games on MSG (160,000 households) and the Cleveland Cavaliers for their games on FS Ohio (141,000).

Interestingly, ratings for the Lakers are down 16 percent year-over-year, despite this being Kobe Bryant‘s final season, according to the report. That impacts the Lakers in that their massive cable television deal with Time Warner does have ratings ties — the Lakers could get a little less out of this deal than anticipated. Still, the average Lakers’ broadcast draws 92,000 viewers, fifth largest in the league.

LeBron has Cavaliers ratings up 36 percent over a year ago. The three biggest drops in ratings percentage wise are Atlanta (33 percent), New Orleans (33 percent), and Washington (34 percent). The average Pelicans game draws 7,000 viewers, according to the report.

That discrepancy in local television viewership — and the money that affords teams in local television deals — you can be sure is something the owners will fight about more in the upcoming Collective Bargaining Agreement discussions. There already is some sharing of that revenue, but as the gap grows you can expect a push from smaller markets to grow that sharing model (the only time rich owners suddenly want socialism in their lives). Expect the players’ union to bring it up as well when the owners cry poverty.

 

Love returns to Cavaliers’ lineup after missing 1 game

Cleveland Cavaliers' Kevin Love, right, drives past Phoenix Suns’ P.J. Tucker during the second half of an NBA basketball game Wednesday, Jan. 27, 2016, in Cleveland. The Cavaliers won 115-93. (AP Photo/Tony Dejak)
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CLEVELAND (AP) — Cleveland Cavaliers forward Kevin Love will return to the lineup Monday after missing a game because of a bruised left thigh.

Cleveland hosts Sacramento on Monday night.

Love sat out for the first time this season on Saturday in a win over New Orleans. He was injured in the third quarter of Friday’s loss to Boston and didn’t return.

He is averaging 15.9 points and 10.5 rebounds.

Love participated in Monday’s shootaround. He is nearing a pair of career milestones, needing three points to reach 9,000 and three field goals to hit 3,000.

Report: Luke Walton not leaving Warriors before their season ends

CLEVELAND, OH - JANUARY 18: Interim Head coach Luke Walton of the Golden State Warriors during the first half against the Cleveland Cavaliers at Quicken Loans Arena on January 18, 2016 in Cleveland, Ohio. 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. Mandatory copyright notice. (Photo by Jason Miller/Getty Images)
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Luke Walton is going to have his pick of coaching jobs this summer. The Knicks are reportedly interested, as are the Phoenix Suns. The Lakers allegedly would fire Byron Scott mid-season to get Walton. This doesn’t even get into current or expected openings such as Brooklyn, Sacramento, and Houston. Walton will have options.

But he’s not doing anything until the Warrior’s season ends, reports Marc Stein of ESPN.

This shouldn’t be a surprise, and it is the right thing to do for Walton — shows of loyalty to your current employer and players should raise his stock in the eyes of those trying to hire him.

We may ultimately see with Walton what we saw with Alvin Gentry a year ago; he took the job with New Orleans while the Warriors were still on their championship run, but continued to coach the team through the Finals.

It’s fair to ask if Walton is being over-hyped. He did a fantastic job with the Warriors to start this season, but that was an already built team playing the same system with mostly the same players as the season before. He just had to not fall off the horse, it was going to run plenty fast. Coaching up the kinds of troubled teams we see on that list above is a different challenge entirely. Walton may be up for it, he’s certainly earned the chance, but it’s fair to ask if he’s ready for that step.

PBT Podcast: Derek Fisher fired, plus your trade questions from Twitter

Derek Fisher
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Derek Fisher is out as coach of the New York Knicks.

In this latest podcast, NBC Sports’ Kurt Helin and Dan Feldman discuss the odd timing of that move — we expect another shoe to drop as to why. It’s not that Fisher was a great coach, but replacing him with Kurt Rambis mid-season is not an upgrade. And Luke Walton isn’t available until this summer.

After struggling to figure out what the Knicks are thinking, Helin and Feldman answer questions off Twitter from readers/listeners on the coming trade deadline including discussions of Blake Griffin, Jeff Teague, the Pistons, the Jazz, the Knicks, and more.

As always, you can listen to the podcast below, or listen and subscribe via iTunesdownload it directly here, or you can check out our new PBT Podcast homepage, which has the most recent episodes available. If you have the Stitcher app, you can listen there as well.