Haunted Hoops
A one-night basketball takeover that brought Nike and Foot Locker athletes, fans, merchandise, storytelling, and customization together under one roof.
On October 23, we helped transform an Atlanta parking lot into House of Hoops After Dark for an evening centered on hoops, community, and Halloween storytelling.
Guests moved through a haunted retail experience, gathering clues to unlock exclusive product discounts. Inside the Swoosh Studio After Dark, a mad scientist’s workshop allowed consumers to experiment with premium apparel, utilizing custom patches, spooky graphics, crystals, and transfers to build one-of-one pieces.
Focus Areas
Signature Storytelling
Product Integration
Graphic Application
On-Site Production
Social-First Moments
Focus Areas
Immersive Experience
Customization
Retail Experience
Consumer Journey
Apparel Personalization
Project Story
Swoosh Studio
After Dark
House of Hoops After Dark seamlessly merged Halloween storytelling with brand engagement, pulling consumers deeper into the world of Nike Basketball. Designed as an immersive journey, the activation guided guests through a series of themed rooms where they encountered signature footwear, athlete storytelling, and interactive challenges. By collecting clues and solving riddles along the way, participants unlocked a final purchase incentive within the retail room, directly linking the theatrical, narrative-driven experience to immediate product discovery.
The journey culminated in Swoosh Studio After Dark, a working customization lab powered by 3-2 Design that was styled like a mad scientist’s workshop. Outfitted with glowing flasks, petri dishes, and electric props, the studio transformed standard retail into an active playground of consumer participation. Guests were given the final say, experimenting with premium Nike fleece and jerseys by layering custom spooky graphics, Halloween ATL patches, and specialty finishes to engineering one-of-one pieces they could wear and take home.
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