PENGDA / '11

We needed to leverage the NBA Playoffs to energize the market and drive meaningful store visits, so we built our campaign around a simple insight - basketball fans in China have little allegiance to teams, but they are massively loyal to superstars.

Our integrated marketing campaign drove consumers to visit our flagship destination and pledge their support for their favorite superstar. Each registration came with a custom fan pack that included a wristband and a bedroom poster featuring their favorite player and his on-court sneaker.



PENGDA / '11

For the launch of our first flagship location we needed to make a passionate brand statement. True to our mission of curating product stories, our launch event celebrated the top 10 iconic basketball sneakers of all-time.

Our in-store installation expressed the cultural significance of each icon by showing how each sneaker was connected to iconic players and moments in sports and culture.