Ceremony Pack & Fan Express
A citywide basketball and retail experience connecting Foot Locker’s new Knicks partnership, the Fan Express, PUMA’s ultra-limited Ceremony Pack, and custom laser engraving by 3-2 Design.
Foot Locker launched its new multi-year Knicks partnership by bringing the Fan Express directly to fans across New York City. The mobile activation moved through Brooklyn, Queens, the Bronx, Harlem, and Manhattan before culminating at Madison Square Garden, creating a rolling platform for Knicks product, giveaways, fan engagement, and sneaker culture.
At the center of the retail story was the PUMA Ceremony Pack.
The PUMA Clyde Ceremony honored New York’s championship history with only 53 individually numbered pairs, one for every year between Knicks titles. The pack also included the Majesty Ceremony and supporting apparel, all released exclusively at Foot Locker’s 125th Street store in Harlem.
Focus Areas
Consumer Experience
New York Basketball
Athlete Legacy
Limited-Edition Product
On-Site Production
Focus Areas
Shoe Design
Laser Engraving
Retail Personalization
Product Launch
Sneaker Customization
Project Story
53 Years. 53 Pairs.
New York
Left its Mark.
Foot Locker’s new partnership with the New York Knicks became a citywide celebration of basketball, retail, and New York culture through the Fan Express. The double-decker activation moved across the five boroughs with borough-versus-borough competition, exclusive Knicks product, AND1 basketball moments, GLD prizes, and fan engagement before culminating in Harlem around PUMA’s Ceremony Pack. The finale brought Walt “Clyde” Frazier, Tyler Kolek, Emory Jones, and Izzy Izzo together for a live conversation connecting Knicks history, sneaker culture, and the city that shaped both.
3-2 Design carried that story into the consumer experience. From the Fan Express environment and interactive games to custom laser engraving at the Harlem launch, our role was to make the partnership feel tangible at every touchpoint. Consumers could engage with the citywide competition, discover the ultra-limited PUMA Clyde Ceremony and Majesty Ceremony, then personalize the footwear with a permanent engraved detail. Only 53 Clyde Ceremony pairs carried the original championship story. 3-2 Design gave each owner a way to make that history personally theirs.
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