In February of 2011, Nike Basketball took over the city of Los Angeles with a campaign that portrayed athletes as “Los Fearless” to celebrate the NBA All Star Game. Crack supported Nike in their retail execution and consumer experience in Foot Locker House of Hoops locations around the country, Los Angeles area Foot Locker doors, and an entire take over of the Beverly Center in Beverly Hills, CA. From the beginning to execution, the “Los Fearless” retail campaign was conceptualized, designed, implemented, produced and installed by the Crack team. “Los Fearless,” began with regional executions in the East LA, Hollywood, and OC marketplaces, and culminated in the final East vs. West launch on Thursday, February 17th before the NBA All Star Weekend commenced.

Based on the history of basketball culture in the different regions in LA, Nike offered regional specific product in Orange County, Hollywood and East LA. Crack integrated the rich basketball heritage of those neighborhoods into their product display elements.


Beverly Center

East and OC Tables

East LA and Orange County table shown above. East LA tables were created from concrete and included basketball rims with chain nets ripped from its backboard, used spray paint cans and street signs. OC table created from 100 year old barnwood and props include Ocean Ave street sign and an old long board, also created from 100 year old barnwood.

OC Table

The week leading up to All Star, Nike launched new shoes for some of their elite athletes playing in the game. Crack created East vs. West tables to showcase the player specific footwear. East table shown below.

Los Fearless Table

In anticipation for All Star weekend, with Crack’s support, Nike took over the Beverly Center by wrapping a three-story high elevator cube, numerous barricades and empty store fronts with ‘Los Fearless’ all star graphics.

Bev Center Graphics 2

Bev Graphics

Beverly Center’s valet area where Crack provided yellow runway carpet, stanchions and graphics.


Foot Locker House of Hoops was the main focal point for Nike Basketball’s execution within the Beverly Center. Crack built out a ‘Consumer Interaction’ area where guests could get their pictures taken and look as if they were a ‘Los Fearless’ Athlete. The pictures were instantly uploaded to a 30′ tall screen and TV’s located within the mall. Visitors were given a copy of their photo and sent an e-mail where they could instantly upload their picture to twitter, facebook, etc.

Consumer Interaction