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

Kevin Durant fires back, says Clint Capela’s job is “easy”

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“We’re confident because we know if we’re doing what we’re supposed to do, we’re going to beat them… We are better than them.”

That was young Rockets center Clint Capela after the Rockets beat the Warriors last Saturday night, feeling confident.

Asked about it, Kevin Durant shot Capela down, saying he’s not the guy that should be commenting.

There are no easy jobs in the NBA. It takes a lot of work physically, a good mental feel for the game, and the right opportunity just to get a chance. That said, some NBA jobs are simpler and more straightforward than others. On offense, Capela is not the ball handler and creator making a lot of decisions, things are simple for him — and he executes them. He’s shooting 66.6 percent this season — he does what he does well.

Houston took two of three from Golden State this season, and while that is far from doing it in a playoff series it should be a confidence boost for Houston if/when they go up against Golden State.

Jason Kidd says Giannis Antetokounmpo offered to save his job minutes before firing

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The stagnant Milwaukee Bucks shook things up by firing head coach Jason Kidd  Monday.

Giannis Antetokounmpo was not happy with the news. So much he called up Kidd and offered to help save his job, reports Ramona Shelburne of ESPN.

Antetokounmpo is understandably close to Kidd — he’s been the coach who helped transform the Greek Freak into an NBA superstar. Kidd is on his way to the Hall of Fame as a player, and as a coach had the vision to put the ball in Antetokounmpo’s hands as a point guard. Antetokounmpo trusted Kidd.

However, the Bucks’ growth has been stagnant — this is a team where the players talked about being a 50-win, top-four team in the East with a strong defense, instead they are a team on the way to around .500, barely hanging onto a playoff spot, with the point differential of a team that wins 36 games. They are not taking a step forward, and the Bucks — with the approval of ownership, which was very close to Kidd at one time — approving the move.

There was nothing Antetokounmpo could have done. It’s life in the NBA. That doesn’t mean he has to like it.

Gordon Hayward is shooting standing threes in an empty gym. That’s something, I guess.

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Having lost three games in a row at home, doubt seems to have crept into the minds of some Celtics fans. They’re the top seed in the East (and likely finish the season in that slot, again), but just how good are they really? Do they have enough to knock off the Cavaliers and LeBron James when he goes into playoff mode?

In the midst of that self-doubt, the wife of Gordon Hayward, Robyn, posted this.

Still can’t beat me… 🤷🏻‍♀️

A post shared by Robyn Hayward (@robynmhayward) on

For Boston fans still holding out hope Hayward returns this season, this is another sign. No brace, no chair, he’s draining threes. It’s a step forward.

This video also borders on meaningless — he’s not jumping, not moving, not showing us anything about his recovery we didn’t already know. Good to see him up and making progress, but that he can hit stand-still threes in an empty gym is about as shocking as finding out the next Transformers movie is going to suck.

Officially, Hayward is still out for the season. He’s putting in the work, and maybe he returns before the playoffs, but the Celtics are not going to rush him back for this season. Nor should they. The Celtics are on a multi-year plan to be the next dominant team in the East, no reason to push him and risk anything now.

Report: Giannis Antetokounmpo “devastated” by Jason Kidd firing

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The Bucks have been a team of unfulfilled potential for a few seasons now, two steps up and one step back. Last season they were 42-40 and bounced in the first round of the playoffs, this season they are 23-22 and the eighth seed in the East, with the point differential of a team that should be 20-25 and on its way to a 36-win season.

That cost Jason Kidd his job.

That has not sat well with the team’s superstar Giannis Antetokounmpo, reports Chris Haynes of ESPN.

You can’t blame Antetokounmpo, Kidd has been his coach the past three-and-a-half seasons and guided the Greek Freak’s rise to superstardom. Kidd also was the one who put the ball in Antetokounmpo’s hands and made him both the defacto point guard on the team and one of the league’s most dangerous players. Kidd did some very good things with these Bucks, and Antetokounmpo is understandably loyal to the man.

However, Antetokounmpo is under contract at a near-max salary until the summer of 2021, so he has no real leverage here.

Elite coaches will be lined up for a chance to coach Antetokounmpo and a very talented Bucks roster, but whoever gets the job next summer has to connect with the superstar first. Kidd had done that.