The Art of Training
NIKE x ART BASEL — Product Launch, Experiential — 2024
To launch the Nike x LeBron TR1 training sneaker, we partnered with Beats by Dre at Miami’s Art Basel to curate a weekend-long experience fit for a king where workouts were transformed into works of art, dubbed The Art of Training.
As part of the OG team responsible for Basel x Nike’s concept development, I was thrilled with the executional team’s continuation of my contributions like the movement-generated artwork at Friday’s party that blended physical interaction with dynamic art, and the industry thought leadership panel on Saturday.
The Art of Training welcomed over 600 guests who each went home with a pair of LeBron’s TR1 sneaks and a Beats Pill speaker in their premium seeding kit.
Guests were genuinely delighted with our elevated Art Basel programming — with such a successful opening gallery reception that we made a gametime call to extend the evening — and our IRL experiential storytelling took the intersection of sport, training and art to new heights.
Guests were genuinely delighted with our elevated Art Basel programming — with such a successful opening gallery reception that we made a gametime call to extend the evening — and our IRL experiential storytelling took the intersection of sport, training and art to new heights.
MY ROLE — Art Director
AGENCY — The Robot Co. / Fulwell Entertainment
COPYWRITING PARTNER — Edythe Rodriguez