We had the pleasure to attend the NBA All-Star Weekend recently in Houston to support Chinese footwear brand Li-Ning and its Way of Wade sneaker partnership with NBA Superstar Dwyane Wade.
Like the Super Bowl and the Grammys, we’re seeing live events such as All-Star Weekend attract celebrities, fans and national eyeballs like never before, along with the marketing dollars that accompany them.
We were in the trenches helping pump up the Way of Wade brand through a celebration of the brand at a launch party which culminated in a performance by hip hop artist T.I. 150 VIPs including celebrities like Queen Latifah, Ludacris, Gold Medal Gymnast Gabby Douglas and Common graced the red carpet.
DGC worked with the Animal Planet show, “Tanked,” on a segment to air in May focused on a specially designed fish tank the show installed, filled with stingrays and Wade’s special-edition Sting-Wade All-Star sneaker. We also directed on-site interviews conducted by NBA TV, sneaker websites and a host of media from China. Sports and entertainment creative shop Zambezi also created the Make Your Own Way spot that launched over the weekend to help leverage on-the-ground activation.
The next day, DGC helped promote an art gallery transformed into a Way of Wade pop-up installation. Dwyane made a special appearance during the day to sign autographs and conduct a Q&A with fans. Attendance to the pop-up store was driven only via social media, yet the space was packed with fans during its six hours of operation.
The weekend was a major success. In the span of 36 hours, the Way of Wade brand made inroads with thousands of basketball fans and sneaker heads – exactly the audience Li-Ning is targeting to build excitement around the brand. Event PR can seem daunting in the moment, but with a well-executed plan, it can drive great success.
Check out the “A Gentleman’s Weekend – 2013 All Star Weekend” wrap video: