Our Opportunity
Nike’s presence at MLB All-Star Week in Atlanta offered a key moment to connect with top athletes and rising stars.
The goal: deliver two premium, athlete-first experiences that showcased Nike’s innovation and deep ties to the game:
Suite 95: a vip seeding and hospitality space for Nike athletes and partners
Futures Party: a social networking celebration for next-gen Nike talent during the Futures Game
Due to venue chosen by league for players hotel we were faced with a major challenge, as Nike was unable to secure access within or near the players’ hotel. We had to find and transform a non-traditional space, all while delivering a seamless, elevated experience.
Our solution
BeCore leaned into strategic creativity and nimble execution to bring both experiences to life, focusing on creating touchpoints that felt personal, premium, and reflective of Nike’s deep investment in baseball’s past, present, and future.
Suite 95: With traditional options off the table, BeCore negotiated access to a vacant office floor in a tower adjacent to the players’ hotel. We fully transformed the space into a polished Nike environment complete with:
Athlete gear drop experience & product showcases
AI customization, Nike artifact displays
On-site content studio for athlete media capture
Meeting space for Nike to host key partners
Futures Night: To foster connection with rising Nike talent, BeCore produced a private party at The Painted Pin, featuring food, drinks, and a wide range of interactive games. The venue was transformed with Nike branding and featured:
1-of-1 AI customized gear station
Nike-branded chock full of engaging activities
Food, drinks, and an environment that cultivated meaningful connection between Nike and key partners
Our Outcome
Nike’s presence at the All-Star Week was elevated and impactful across both Suite 95 and the Futures Party. These events showcased Nike’s ability to adapt, deliver, and lead, deepening athlete relationships, impressing key partners, and reinforcing the brand’s position as a dominant force in the sport
Suite 95 became a true hub for connection. Nearly two-thirds of Nike’s All-Star roster visited the space, which was praised for its design and personalized engagements. Product storytelling came to life through curated displays from JR286, Nike Vision, and DNA, and the space provided for athlete interviews in a controlled, branded setting. The environment gave Nike space to host strategic conversations, celebrate athlete success, and showcase the latest innovation in baseball gear and apparel.
Meanwhile, the Futures Party at The Painted Pin created a high-energy, memorable night for Nike’s rising talent. Athletes immersed themselves in the Nike-branded lounge, complete with bowling, ping pong, and games, as well as experienced our AI-powered customization station that turned their prompts into one-of-a-kind hoodies and swag. Food, music, and games fueled the vibe, but the key takeaway was the face-time between Nike reps, league partners, and young athletes most of whom stayed well into the night.
Both activations reinforced Nike’s leadership in the sport while leaving athletes feeling valued, celebrated, and more connected to the brand than ever.