Lebron’s 7th shoe dropped this November. To promote the launch, Nike partnered with Crack to create an experience around the infamous Lebron powder toss. Each pinnacle door received a presentation built almost entirely from powder bottles, including a table in the shape of a 7 and presentation in the pro kicks cabinet that incorporated hundreds of bottles. Also included in the presentation was a replica mannequin of Lebron built to size, complete with authentic body art painted by the same artist that does Lebron’s tattoos – Jimmy Hayden.
For House of Hoops in Harlem, Crack created a larger than life image of Lebron in his powder toss stance. In addition to the graphic of Lebron, we included a looping video of the powder toss that we projected on new clear material that functions as a screen. The effect creates an optical illusion that produces a hologram-like image floating in midair.
