One of One

Zoom Freak 1

SoHo, New York City + Los Angeles

SERVICES

Pinnacle Retail

Product Launch

Strategy

Design

Production

Installation

Multiple Activations

For the flagship retail launch of Giannis’ first shoe, the Zoom Freak 1, IDL designed and brought to life an in-store experience that married Giannis’ Greek roots, NYC’s Greek community and neighborhoods, and the Coming to America film featuring the NBA MVP himself. Drawing inspiration from these elements, IDL’s creative team highlighted the shoe with architectural ruins and a fully functional coffee shop, barber shop, and shoe shine stand within Nike’s pinnacle direct-to-consumer SoHo store. Post-install, Giannis was one of the first to tour the store, even staying to serve coffee to visitors from the in-house cafe.

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Every detail was thought through to ensure this launch far surpassed a typical product release and became an immersive and interactive destination. From branded coffee bags and aprons to realistic pillars reminiscent of classic Greek historical sites, a cohesive visual language took visitors on a journey through Giannis’ heritage story.

Giannis Antetokounmpo

NIKE SOHO WAS AMAZING. TO SEE HOW THIS IS BUILT IS A WOW MOMENT. WELL DONE. AND THANK YOU.”

T-Mobile
— T-MOBILE HOLIDAY