CHAMPS,
YA HEARD!
A two-day championship experience that moved with New York in the street, then brought fans closer to the win in store.
Foot Locker kept the Knicks championship energy moving through New York in two distinct but connected ways. On June 18, the Hoops Lives Here Truck met the city in motion with exclusive championship merchandise, giveaways, and language built for the moment. On June 19, the celebration moved indoors for a fan experience with Josh Hart and the Larry O’Brien Championship Trophy.
Together, the activations gave fans two different forms of access to the championship. One traveled with the crowd as the city celebrated in real time. The other created a closer, more personal point of connection to the player, the trophy, and the win itself.
Focus Areas
Experience Strategy
Mobile Activation
Retail Activation
Campaign Creative
Vehicle Branding
Focus Areas
Merchandise Integration
Talent Integration
Guest Engagement
Product Distribution
Event Production
Project Story
HOOPS LIVES HERE championship celebration
The Knicks championship gave Foot Locker an opportunity to stay inside the city’s celebration through more than a single event or retail moment. We developed a two-day Hoops Lives Here experience that moved with New York as the parade energy filled the streets, then shifted into a more intimate in-store setting the following day. The first activation centered on movement, product, and public participation. The second gave fans direct access to Josh Hart and the Larry O’Brien Championship Trophy.
The combined experience created a clear progression from citywide celebration to personal connection. Fans could discover exclusive championship merchandise, collect branded giveaways, follow the Hoops Lives Here Truck through Manhattan, and return the next day for photos with Josh Hart and the trophy. The result was a championship story told across two environments, giving Foot Locker a visible role in the moment while allowing fans to wear it, photograph it, and carry it forward.
It has been nothing short of greatness working with Agency 3-2.
From quick turnarounds with short timelines, kid's moments, and content shoots, they have never under-delivered and always exceeded expectations. It has been a pleasure working with the team, and I am excited about the future to come.
Mike Stevens
Director, Jordan Brand Chicago