| EVENT REPORT 10.01.09 2:09 PM |
PRINT | SEND TO A FRIEND |
|
| Holding Court |
| Nike's tour to promote LeBron James's upcoming film and new Nike shoe ended in Los Angeles with an interactive event that was open to the public. |
|
The Hollywood & Highland complex hosted the final stop of Nike's worldwide tour, called "More Than a Game: the Tour," this past Saturday, attracting thousands of Angelenos. The tour launched on August 12 in Chicago and went on to nine other cities, including Washington, D.C., Beijing, Paris, London, and New York, before ending in L.A. The event brought LeBron James to promote his upcoming film, More Than a Game, with a screening at 11 a.m. followed by a day full of open-to-the-public interactive activities. The event necessitated full street closure on Hollywood Boulevard, with four courts and activity tents set up for the program.
The film concerns James’s journey from high school student in Ohio to N.B.A. stardom, along with the stories of four of his teammates. Based on the film's biographical premise, tour stops featured basketball games, giveaways, and opportunities for young attendees to interact with the famous ball player; Nike shuttled kids from the inner city for the occasion. Nike also incorporated an online contest before the tour, in which winners were selected as correspondents who documented the tour stops on a Nike Web site. |
|
CONTINUED > |
|
|
PHOTO GALLERY |
 | Crowds hit the streets for Nike's "More Than a Game: the Tour" stop at Hollywood & Highland.
Photo: Dale Wilcox |
|
|
 | The setup took to the intersection of Hollywood and Highland.
Photo: Dale Wilcox |
|
|
 | A basketball court sat in the center of the Hollywood & Highland complex.
Photo: Dale Wilcox |
|
|
 | Basketball games took place all day.
Photo: Dale Wilcox |
|
|
|
|
|
| Nike's "More Than a Game: The Tour" Los Angeles Stop |
 |
Arrivals, Production, Lighting, Logistics, Permitting, Street Closures, Subflooring, Power, Distrubution Entertainment Lighting Services (ELS)
Banner The Joe Lewis Company Inc.
Banner Rigging Icarus Rigging
Basketball Court, Hoops Wide Angle Group
Carpet Primo XL
Ice Union Ice Company
Signage, Graphics Creative Graphic Services
Stage Lights Lighten Up Inc.
Tenting Rrivre Works Inc.
Tenting Classic Party Rentals
Tour Production UMCA
Venue Hollywood & Highland Center
Venue Security Andrews International
|
|
|
Working with the Nike Geographical Business Unit West team, the Urban Marketing Corporation of America produced the tour, and that group's Diane Valentine turned to ELS for logistics and production for the Los Angeles leg. “This is the finale—celebrities and basketball players were there for hours, interacting with the kids and getting involved. It’s something we rarely see in L.A., because everything is privatized,” said ELS’s Joel Goldman.
More Than a Game hits theaters tomorrow, and Nike’s new shoe, LeBron VII, will also be avaialable in stores this month.
—Shilpa Gopinath
RELATED TOPICS
Nike, LeBron James, NBA, Urban Marketing Corporation of America
MORE EVENT REPORT STORIES
Us Weekly Takes to Voyeur With Scantily Clad Models, Burlesque Feel
MoMA Gets Suitably Whimsical and Macabre for Tim Burton Tribute
New Moon Premiere Beckons 10,000 People and 2 Live Wolves
Chrysalis Benefit Cuts Ticket Prices in Half, Draws Same Crowd
Wende Museum Closes Wilshire for Cold War Anniversary Celebration
MORE STORIES ABOUT NIKE
Nike Arranges 10K Race in 25 International Cities on a Single Day
Three-Month Nike Pop-Up Launches at the Montalbán
Brooklyn Design Firm Takes a Hands-On Approach to Invitations
| More Suppliers/Venues to Consider |
ADVERTISEMENT |
|
|
|
J Restaurant l Lounge
J Restaurant l Lounge, occupying the former site of Little J's (one of LA's most legendary destinations), brings an array of entertainment and dining options—redefining how downtown Los Angeles does events and nightlife. Less than one mile from the Los Angeles Convention Center, Staples Center and LA Live, J offers more than 25,000 square feet of event space, with two floors, an open patio, and a fully equipped ultralounge. More >>
EMAIL THIS RESOURCE |
|
Caravents Inc. Event Production & Design
Caravents is a full-service event creative, production, and design firm, specializing in high-concept environments, refined design aesthetics, and flawless production execution for a range of events—from lifestyle/branded celebrity-driven events to award shows and multimedia presentations. Caravents also produces video content and custom media installations to work seamlessly within the event design, creating immersive and cohesive event experiences. More >>
EMAIL THIS RESOURCE |
|
NBC Universal Property Department
More >>
EMAIL THIS RESOURCE |
| |
|
|
|
|
|
|
|
