Nike Basketball: Come Out of Nowhere

Nike Basketball’s Holiday 2016 campaign, Come Out of Nowhere, was born from the Cleveland Cavaliers’ unexpected, legendary comeback against the Golden State Warriors to win the NBA Finals after trailing three games to one. The campaign began with an impactful commercial featuring a stoic Lebron James who reminded viewers, “You’re not even supposed to be here, and yet… here you are.” The retail experience featured inspiring stories from some of the NBA’s biggest stars, highlighting their abilities to overcome adversity and upset expectations at every step.

I collaborated with Nike Basketball and colleagues at SGK as Creative Lead to guide the design, execution, and final installation of three premium retail environments in New York City to highlight the Come Out of Nowhere stories from Lebron James, Kevin Durant, Kyrie Irving, Paul George, Anthony Davis, Karl-Anthony Towns, Draymond Green, Demarcus Cousins, and Isaiah Thomas, accompanied by signature footwear and apparel.

For the Harlem, NY location of House of Hoops, shown here, we created an immersive, museum-inspired installation to feature each athlete with corresponding product presentation and adversity storytelling.

Design & Fabrication: SGK

Photography: Nike

Nike basketball pop-up with three tables of basketball gear and shoes in front of a screen mural and signature basketball sneaker showcases
Nike Come out of nowhere basketball pop-up window vinyl with large image of Kyrie Irving and large white letter with the word "Flawed"
Nike basketball pop-up with three tables showcasing nike basketball gear and shoes in front of screen, mural, and signature sneaker displays
Gray Nike KD9 sneaker displayed on a black framed glass table with gray basketballs underneath and on a dark brown wood floor
Gray standing mannequin on top of a black framed glass table wearing black and gray nike basketball apparel
Black and white Nike come out of nowhere basketball hoop and backboard in front of glass wall
Back of three tables showcasing Nike basketball gear and shoes in front of glass walls and come out of nowhere basketball hoop
Back inset wall showcase displaying gray Nike KD9 sneakers in the come out of nowhere nike basketball pop-up
Come out of nowhere basketball store black and white point of sale checkout station on wood floor with black mural of basketball stars on the back wall
Black column showcasing Nike basketball sneakers on concrete floor near apparel inside the come out of nowhere basketball pop-up at House of Hoops Harlem
Black column showcasing Anthony Davis signature Nike basketball sneakers on concrete floor inside the come out of nowhere basketball pop-up at HOH