We transformed a 7,500 square foot space in New York’s SoHo into an immersive retail/biographical museum pop-up for the launch of Nike’s 250-pair limited edition “Zoom LeBron IV NYC” shoe.

The blacked-out entry transported fans from the city street and immersed them into LeBron’s world, surrounded by spatialized audio of squeaking sneakers on the court, the athlete, and the shoes. Farther inside, visitors followed the intersecting stories of LeBron’s family, his early career, his vision, and ultimately his rise to fame.

The installation included a milestone timeline on the floor, personal artifacts from his childhood, historical memorabilia from his early years, home movies, iconic game highlights, collectibles, a Fruity Pebbles monument, a screening room, and so many shoes—from high school, early limited edition runs and one-offs from Nike, impossible-to-find collectibles for sale and auction—blurring the line between personal stories and public achievements, creating an emotional bridge between athlete, brand, and fan.

Architecture and Design Partner: Eight Inc, New York
Project Lead: Tim Kobe (Eight Inc)
Visual, Graphic, and Audio Design: Weston Bingham, Warren Corbitt
Research and Strategy: Eight Inc
LeBron Photography and Video Content: Nike