Our challenge/opportunity
Organizing an athlete suite at the MLB All-Stars Week in Seattle presented both exciting opportunities and unique challenges. The suite, featuring exclusive Ken Griffey Jr. items, a baseball backdrop, hospitality services, and a customization station, aimed to provide a premium experience for top-tier MLB athletes. One of the challenges faced was ensuring that the suite reflected the prestige of the event and the high caliber of the athletes involved. Coordinating with Nike's DNA Dept. for exclusive items and maintaining a seamless customization experience were essential aspects of the planning process. Facilitating room drops for the athletes required precise logistics to ensure that all player received their products promptly.
Beyond the suite, the collaboration with SPIN for an exclusive party added an extra layer of entertainment and networking opportunities. With crafted ping pong tables, a Nike-branded ping pong ball bathtub, and additional customization stations for cleats and hats, SPIN provided a dynamic environment where athletes could relax, have fun, and connect with both their peers and key stakeholders from Nike’s Sports Marketing team. The entire experience, from Suite 93 to the SPIN party, aimed to foster a sense of camaraderie and celebration among MLB All-Stars while showcasing the innovation and creativity of the brands involved.
Our solution/insight/strategy
Nike’s Suite 93 was strategically designed to create a memorable and immersive experience for top-tier MLB athletes. The inclusion of exclusive Ken Griffey Jr. items from Nike's DNA Dept. was a key element in establishing a connection between the athletes and the iconic legacy of baseball. The hospitality services were meticulously curated to ensure athletes felt valued and comfortable, fostering a positive atmosphere for engagement. The hat customization station further personalized the experience, allowing athletes to express their individual styles and leaving them with a tangible and exclusive item.
BeCore's innovative approach extended beyond the suite itself. Facilitating multiple room drops with personalized Nike products for top-tier MLB athletes added an element of surprise and delight, enhancing the overall impact of the brand engagement. The strategic decision to invite athletes to an exclusive party at SPIN served as a continuation of the immersive experience. This unique environment provided entertainment and valuable networking opportunities, as athletes could interact with their peers and connect with the Nike Sports Marketing Team. The overall strategy aimed at seamlessly integrating the Nike brand into the MLB All-Stars Week, customization experiences, and social events to leave a lasting impression on the athletes and strengthen the brand's presence within the sports community.
Our success/results/outcome
The production of Nike’s Suite 93 proved to be a resounding success, yielding positive outcomes and leaving a lasting impact on both the athletes and the Nike brand. The suite served as a hub for personalized brand interactions, allowing athletes to connect with the Nike legacy through exclusive items and customization options.
BeCore's execution of multiple room drops with personalized Nike products elevated the overall engagement, providing a surprise element that resonated well with the athletes. Following their visit to Suite 93, the exclusive party at SPIN further solidified the success of the initiative. This not only fostered camaraderie among the athletes but facilitated meaningful connections with other players and key stakeholders from Nike’s Field Sports Marketing Team. The successful integration of branding, personalized experiences, and social interactions made the Nike-branded athlete suite and SPIN a standout feature of the MLB All-Stars Week, reinforcing Nike's position as a leading and innovative force within the world of sports.
KPIs
300 suite visitors of Nike’s signed MLB athletes and family
300+ customized products