NIKE KEYSTONE REOPENING
A premium retail activation fusing community basketball, live customization, and immersive hospitality
On October 1, Nike Keystone reopened alongside the launch of Caitlin Clark’s first signature shoe, the Caitlin 1.
We helped turn reopening weekend into a hands-on expression of Nike’s evolving retail experience. Through 3-2 Design, consumers could personalize footwear, jerseys, fleece, and tees through a menu of custom treatments while a private girls basketball session connected the new signature shoe directly to the next generation of local athletes.
Focus Areas
Experience Strategy
3-2 Design
Retail Reopening
Product Launch
Customization
Focus Areas
Youth Basketball
Apparel Personalization
Footwear Personalization
Hospitality
On-Site Production
Project Story
The New Era of Nike Basketball Takes Over Indy
On October 1, Nike Keystone celebrated its grand reopening by anchoring a high-heat product launch within the fabric of grassroots hoops. The four-day activation fused the highly anticipated retail debut of the Caitlin 1, Caitlin Clark's first signature basketball shoe with immersive local experiences. Transforming the newly remodeled storefront into a premium cultural hub, the event featured live DJ sets, curated local hospitality, and interactive spaces that seamlessly bridged cutting-edge retail innovation with the vibrant energy of Indianapolis basketball culture.
The launch of the Caitlin 1 brought its own unique technical and visual language to the weekend, spotlighting a silhouette engineered explicitly around speed, separation, and confident court movement. Featuring Nike's Opticast upper, Air Zoom Turbo cushioning, and distinct stacked Swoosh details referencing Clark's initials and number, the sneaker served as a testament to elite performance design. Rather than treated as a product-only release, the signature shoe was seamlessly woven into the weekend's broader narrative of athletic expression and community pride.
Local relevance took center stage during a private session that placed the signature line directly in the hands of the community's future. A local high school girls' basketball team received an exclusive reopening experience, where each athlete was gifted a pair of the Caitlin 1. Guided by sports broadcaster Christine Williamson, the athletes moved through an inspiring personalization journey that connected the milestone launch to the young players most likely to see themselves reflected in what the signature line represents.
Driven by 3-2 Design, customization became the core consumer behavior of the weekend, turning premium Nike apparel and footwear into highly personal canvases. Attendees utilized an extensive menu of premium techniques; including cut-and-sew construction, lace panels, crystal embellishments, grommets, and custom pinstriping to transform their gear into one-of-one pieces. The high-throughput production successfully fulfilled 150+ orders to deliver completely unique custom garments and footwear pairs, proving that while Nike reopened the doors, the community finished the look.
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