68 teams wanted it. 1 team won it.

IDL and the Crack team supported the Nike Basketball, NSW and the Four teams that wanted it the most this year at the NCAA Final Four Tournament in Houston, TX. Nike’s “Bring on the Roar” campaign asked consumers to become part of the madness in March.

There were four team roars: Virginia Commonwealth University’s “Shaka the World”, University of Kentucky’s “UK 2K 11, Butler’s “The Butler Way(TM)” and finally University of Connecticut’s “UConn Pride and Husky Hustle”. These roars became the battle cries of the crowd – starting at retail with customization and photo booth experience, to the arena for the final games of the season.

Consumer images were displayed both in the Foot Locker window and online at nikebasketball.com, where a running tally of team “roars” was kept for each Final Four team.

The Crack team designed and produced the photo booth consumer experience space in the Houston Galleria House of Hoops, as well as team specific foam fingers and tattoos.

Kentucky window display for the Houston Galleria Foot Locker. All products sold out before the end of the weekend.

The roar was loud and clear.