CHALLENGE
INCREASE BRAND AWARENESS IN THE UK
The NBA has a consumer base much wider than those that just consume the sport, however its presence in the UK market has significant room for growth. FRUKT was tasked with conceptualising and delivering a public exhibition which immersed its 16-25 year old fans in the lifestyle and modern popular credentials of the sport and increased brand awareness in the UK.
SOLUTION
NBA CROSSOVER - AN EXHBITION EXPLORING BASKETBALL'S INFLUENCE ON POPULAR CULTURE
We produced a three day, four night exhibition in the heart of Shoreditch which showcased the convergence of the NBA and music, fashion, art and popular culture. Open to the public free of charge, the exhibition showcased some of the most compelling visual and physical pieces of NBA history which aligned with the cultural narrative. NBA hall of famer Stephen Nash gave Thierry Henry a behind closed doors tour of the space, and brand activations from New Era, Footlocker and 2k games added to the experience.
RESULT
WHAT WE MEASURED
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NBA Crossover
A 3 day exhibition displaying the convergence of the NBA and popular culture through the ages.