Hoops Lives Here
Draft Celebration
A draft-day retail experience that introduced Darius Acuff Jr. as part of basketball’s next generation and gave fans a direct role in the moment.
For Foot Locker’s Hoops Lives Here, the NBA Draft created a clear opportunity to introduce Darius Acuff Jr. as a defining part of Reebok Basketball’s next chapter. The in-store experience brought fans into that story through live conversation, competition, personalized content, and collectible takeaways designed around the energy of draft day.
Rather than build the afternoon around a standard athlete appearance, we turned the store into a complete fan engagement environment. Guests could hear directly from Darius, test their shot in a Pop-A-Shot challenge, create personalized Reebok Draft Cards, move through branded touchpoints, and stay connected to the room through hosted programming and a live DJ.
Focus Areas
Experience Strategy
Retail Activation
Fan Engagement
Talent Integration
Hosted Programming
Focus Areas
Competitive Gameplay
Personalized Content
Digital Capture
Branded Environment
Event Production
Project Story
A Draft Moment Fans Could Step Into
For Foot Locker’s Hoops Lives Here, the NBA Draft created a chance to introduce Darius Acuff Jr. as a defining part of Reebok Basketball’s future while giving fans a direct role in how that story began. We developed an in-store experience that placed Darius at the center of a broader afternoon built around conversation, gameplay, personalized content, and fan participation. The format gave the introduction more depth than a traditional appearance and created multiple ways for guests to connect with the athlete, the brand, and the significance of the moment.
The final experience combined a live interview, hosted programming, Pop-A-Shot competition, custom Reebok Draft Cards, music, and branded touchpoints within one connected retail environment. Darius gave the activation its point of focus, while each supporting element helped turn draft-day attention into active participation. The result was an early public chapter of his Reebok journey that felt accessible, current, and fully centered on basketball’s next generation.
I’m so thankful to work with Taylor and Agency 3-2.
Tay has helped me not only define who I am outside of my presence on air as a basketball analyst but also develop great partnerships with brands that align with my vision and goals for the future."
Andraya Carter
ESPN Analyst + Media Personality