To support the launch of the CP3.V shoe, Crack partnered with Brand Jordan to showcase the CP3.V shoe in downtown Los Angeles. The media was invited to preview the shoe and meet with Chris Paul and Nike Sneaker Designer Tom Ludecke in an experience designed by Crack Creative Director Dan Pelosi and Designer Ben Willett. Dan, Ben and our production team brought to life the story of Chris Paul, weaving his childhood, high school and college experiences into the story of his shoe, which is the ultimate reflection of the “quick” player that he is today. The team used edge-lit acrylic shards and lighting to guide the media through the space while representing Paul’s fast, lateral movements on the court. Each period of Paul’s life was represented graphically and physically, with key elements telling the story of how he became the player he is today. Each guest left with a profound sense of who Chris Paul is and how he landed in Los Angeles, bringing the ball up the court for the newly revamped Clippers.
On Tuesday, Oct. 25th, Nike Basketball partnered with Crack to launch the LeBron 9 in close to 50 Foot Locker House of Hoops locations across the country. For the House of Hoops in Harlem, NYC, Crack created custom fixtures including a treated wood table with smokey painted lit risers that made Lebron’s shoes look like they were lifting right off the table. To keep the table cord-free and running for a month, it was powered by 9 jet ski batteries.
To support the launch of the Jordan Melo M8 shoe, Crack partnered with Eight Inc. and Brand Jordan to build an experience in Soho that represents Carmelo Anthony’s on-court and off-court personas. Crack sent our Creative Director, Dan Pelosi, Technologies Specialist Jeremy Helms, six people from our production team, and 15,000 sq feet of maple hardwood flooring to 159 Bleecker Street in the Soho district of Manhattan. Over five days they built an explosion of basketball hardwood floor, which represents Melo’s explosive nature on the basketball court. As you walk into the epi-center of the space, there is a small room playing content that portrays his inner-calm, off-the-court persona. The exhibit is up for display through 10/29 at 159 Bleeker Street in Lower Manhattan. Check it out!
This summer, Crack partnered with American Eagle to create and execute the NEW 77kids Style Lab in their Times Square flagship store in NYC. We helped American Eagle develop and realize their vision of creating an exciting, fully interactive kinetic atmosphere. Crack designed and built a number of experiences that allow shoppers to physically manipulate almost every element of their environment, all while engaging with the brand and product in a rock n’ roll, clothing factory funhouse!
+ Motion sensitive light up staircases
+ Denim wash station with simulated washing/drying machines and functional apparel conveyor
Oct 6th 2011 – Crack completed an installation for the Jordan Flight Forum PR event, which unveiled Jordan performance footwear and apparel product for the upcoming holiday season.
Crack produced a presentation with three rooms to tell the performance stories around Jordan’s three key athletes: Dwyane Wade is Air, Chris Paul is Quick, and Carmelo Anthony is Explosive.
Glowing LED lights were thrown across polished black surfaces to create striking visuals in each room.
Below you will see a room image inspired by Chris Paul’s game (Quick)
An image from the room that rep’d Carmelo Anthony’s game (Explosive)
The images of the room for Dwyane Wade’s game (Air)
A new expansion team has joined the Underdog Sports Kickball League. IDL/Crack formed the Park Block Butchers, a team composed of top draft picks and crafty veterans. The Butchers started off with a 5 – 3 victory and are near the top of the pack with a record of 2-1. Come by Col. Sumners Park off of Belmont on Wednesdays at 6:30p for a beer and some laughs.
“In 2006, American traveler Blake Mycoskie befriended children in Argentina and found they had no shoes to protect their feet. Wanting to help, he created TOMS Shoes, a company that would match every pair of shoes purchased with a pair of new shoes given to a child in need. One for One. Blake returned to Argentina with a group of family, friends and staff later that year with 10,000 pairs of shoes made possible by TOMS customers.” – TOMS
TOMS is entering their next chapter and is transitioning from TOMS Shoes to TOMS One for One. On June 7th at 100 retail locations across the world, TOMS will unveil their new One for One product. Crack partnered with TOMS to help bring their retail execution to life. The product will be locked up until the day of the launch in 7ft tall boxes that Crack engineered and produced.
The boxes have been making their way around the nation popping up in Times Square, Grand Central Station, Golden Gate Bridge, IDL Worldwide/Crack Headquarters and other amazing locations!
Times Square - New York City
Bourbon Street - New Orleans & Golden Gate Bridge - San Francisco
Boston Marathon Finish Line - Boston, MA & Gallery 135 First Thursday - Portland, OR
To support the grand opening of Niketown Las Vegas and Dwyane Wade’s new shoe, Fly Wade, Crack engineered and produced an amazing display of floating shoes, custom lights, reclaimed hardwood and a little big of magic. It was engineered, produced and installed within 6 days.
The impossible is now possible. On May 5th, IDL/Crack launched the Fly Wade, the first signature shoe of Dwyane Wade with the Jordan brand and the lightest Jordan shoes to ever take flight.
Taking the ‘IMPOSSIBLY LIGHTWEIGHT’ mantra to heart, IDL/Crack asked the question, “What if we could make the shoe float?”. Working with global technology partners, IDL/Crack pursued the impossible and for the first time in retail history will present a floating shoe, no strings attached! The floating ‘IMPOSSIBLY LIGHTWEIGHT’ Fly Wade’s were unveiled to a capacity crowd at the launch event at the Dadeland, Miami House of Hoops by Footlocker. The launch featured a custom designed and built display with five floating Fly Wade shoes at the entry on a lit stage, and another in a custom Zero Halliburton case for special guest Kevin ‘Specialist H’ Hart to present to the eager crowd.
Following Dwyane Wade’s 28 point performance in the NBA Eastern Conference Semifinals comes to the launch of his first signature Jordan shoe, the Fly Wade. The Fly Wade is the lightest Jordan to ever take flight and IDL/Crack and our global innovation partners took the Fly Wade mantra ‘IMPOSSIBLY LIGHTWEIGHT’ to heart and pulled off the impossible for the global launch. Want to know what it is?
Can’t tell you yet, but come back to our site tomorrow after 4PM ET to see. Better yet, if you are in Miami head to the House of Hoops by Foot Locker in Dadeland Mall to see Kevin ‘Specialist H’ Hart from the Jordan commercials present the Fly Wade at 4PM ET.
