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
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.
In April, IDL and Crack helped Nike launch the Manny Pacquiao line. The project drew heavily from the colors of the flag of the Republic of the Philippines where Pac-Man is from and will help to build excitement around the impending match-up between Manny P & Shane Mosley in Las Vegas, NV on May 7th.
Crack constructed authentic boxing rings in addition to other items for this project and was able to engineer and execute in less then 2 weeks. True to its purpose, before the installations were even finished, customers were already walking by and taking pictures of the displays.
In April, Crack teamed up with Gap to help support their elevated and premium brand denim “1969″. Briefed and installed within 3 weeks, you can see the 2 neon signs hanging from the men and women’s 1969 section of their 1969 store in SOHO, NY.
1969 is the premium brand for Gap denim and are designed in LA. Above you can see the neon light used in the women’s section. Below the men’s sign appears to float above the display table.
The goal of this project was to literally highlight the sections in-store where is 1969 is merchandised. Gap was so impressed by the results that you will start to see additional stores receive the same treatment.
As the season ends, the real competition begins. 16 battle-hardened teams, fighting for their playoff lives over 40 games in 40 nights. The road to a championship is paved with EPIC performances that build heroes and cast legacies. Crack and IDL helped Nike Basketball will celebrate those inspiring moments and the players who create them with the launch of the EPIC retail campaign. Support included 600+ Foot Locker stores, 200+ Champs doors, and 28 House of Hoops by Foot Locker. Below you can see examples of two pinnacle executions for House of Hoops in New York City and Miami.
To support Nike Basketball’s EPIC campaign at Harlem House of Hoops, Crack created real concrete block table toppers to shroud existing fixtures, large banners to hang throughout the store, entry way and pro kicks graphics, and custom 3D letters.
In Miami, Crack supported EPIC with a full display in the entry way of the Dadeland Mall House of Hoops and adjacent Foot Locker store.
