The City
Special
A New York mobile activation that paired the Air Force 1 Low “Knicks” with local food, familiar voices, and playoff energy outside Madison Square Garden.
For Game 2 of the Eastern Conference Finals, Foot Locker and Nike brought Hoops Lives Here into the streets surrounding Madison Square Garden through a mobile experience built around product, food, and the city’s basketball rhythm. At the center was the Air Force 1 Low “Knicks,” introduced through a Foot Locker food truck activation that moved from the arena district into Times Square and gave fans a direct way to engage with the moment as playoff energy built across Manhattan.
The activation connected product discovery with a familiar New York ritual. Guests ordered chopped cheese sandwiches from The Ocky Way, picked up exclusive merchandise through the truck’s service window, and engaged with local voices including Jim Jones and Nems. By combining food, footwear, streetwear, and live fan participation, the experience gave the launch a context that felt specific to New York and native to how the city shows up for basketball.
Focus Areas
Experience Strategy
Mobile Activation
Product Launch
Food and Beverage Integration
Vehicle Branding
Focus Areas
Merchandise Integration
Talent Integration
Fan Engagement
Content Capture
Event Production
Project Story
Hoops Lives Here Outside the Arena
Eastern Conference Finals Game 2 gave Foot Locker and Nike an opportunity to place the Air Force 1 Low “Knicks” inside one of New York basketball’s most visible settings. We developed The City Special as a street-level activation rooted in food truck behavior, takeout culture, neighborhood language, and the movement of fans around Madison Square Garden. The concept connected product, food, talent, and merchandise through a format that felt immediate and familiar to the city.
The Hoops Lives Here truck moved through New York before arriving outside the Garden, where fans could discover the shoe, order chopped cheese from The Ocky Way, collect exclusive "VS Everybody" merchandise, and engage with Jim Jones, Nems, and other local voices connected to the moment. Coverage from city-focused media and guest-generated content extended the activation beyond the truck. The result was a product launch that felt native to playoff night and reinforced Foot Locker’s role at the center of basketball, streetwear, and New York fan culture.
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