We Own the East, Borough Tour
A New York borough tour that brought the Nike Kobe 5 Protro “NY vs NY” and the Liberty tee directly into the city during NBA Finals Game 3.
For NBA Finals Game 3, Foot Locker and Nike took Hoops Lives Here beyond a single retail stop and built a moving New York basketball experience around borough pride, exclusive product, and the energy of the Finals. The activation traveled through Harlem, the Bronx, Queens, and Brooklyn before closing with a live watch party at The Compound.
At the center of the day was the Nike Kobe 5 Protro “NY vs NY” drop, paired with the Liberty tee that quickly became part of the city’s visual language. The truck gave fans a direct way to discover the product, connect with familiar New York voices, and participate in the Finals as the moment unfolded across the boroughs.
Focus Areas
Experience Strategy
Mobile Activation
Product Launch
Vehicle Branding
Merchandise Integration
Focus Areas
Talent Integration
Fan Engagement
Retail Programming
Watch Party Production
Content Capture
Project Story
Hoops Lives Here Borough to Borough
NBA Finals Game 3 gave Foot Locker and Nike an opportunity to turn a product drop into a live expression of New York basketball culture. We developed a borough-wide mobile activation that moved through Harlem, the Bronx, Queens, and Brooklyn with the Nike Kobe 5 Protro “NY vs NY,” the Liberty tee, exclusive merchandise, and local talent connected to the city’s basketball and streetwear communities. Each stop gave fans a direct way to engage with the campaign without asking them to leave the neighborhoods where the energy already existed.
The day combined product discovery, merchandise distribution, talent integration, street-level content capture, and a final watch party at The Compound. As the truck moved through the city, the Liberty tee appeared on fans, artists, and familiar New York voices, turning the product into part of the day’s visual language. The result was more than a release route. It was a citywide basketball moment that made Foot Locker visible wherever Finals energy was already building.
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