MLB All-Star Weekend 2023
CLIENT: Nike Diamond & NBHD NA
Concept Development, Experience Planning, Consumer Journey Development, Programming, Messaging Strategy, Content & Social Rollout
ASK
During MLB All-Star Week in 2023, we partnered with Nike Diamond and Nike NBHD to create a limited edition experience that blended sport and culture with a local twist in an effort to connect Nike’s presence in baseball to Seattle’s streetwear scene.
INSIGHT
Ken Griffey Jr. was seen as a symbol of youth and modernity in 90s baseball, reshaping the sport with his talent and charisma. We linked Griffey’s legacy in Seattle with the ongoing renaissance we were seeing in modern-day baseball. By using Likelihood's local perspective on streetwear, we saw an opportunity to generate local impact on this global trend, connecting this momentum to Nike Diamond by positioning the brand as a key player in baseball's cultural resurgence.
APPROACH
This insight led to "The Downtown Diamond," a concept that merged our campaign goals with Likelihood’s local streetwear influence and Nike Diamond’s commitment to baseball. “The Downtown Diamond” was a four-stop consumer journey across downtown Seattle merging sport, art, and culture. With Griffey as our hero catalyst and Nike Diamond’s Doin’ Damage ethos, we created a layered experience that epitomized community and highlighted the often overlooked connection between art and sport.
“The Downtown Diamond” consisted of four stops:
Home: This was Likelihood’s SLU location, nestled in the heart of downtown Seattle. We ran a gift-with-purchase program that we leveraged across all experiences to drive sales back to the store.
1st Base: The Wiffle Ball Home Run Derby was a community-led event where we built a pop-up Wiffle Ball Field in Spheres Park. Locals were able to hit home runs of their own for the chance of winning limited product and giveaways. We also hosted a local little league team for a private Derby session as a community giveback extension that contributed to local youth sports.
2nd Base: Our retail experience, “The Dugout,” allowed fans to customize Nike jerseys with their own set of graphics inspired by Seattle and Nike Diamond’s Doin’ Damage visual direction.
3rd Base: Gallery 24 served as our cultural hotspot that closed out the weekend’s events. We curated a pop-up gallery of locally sourced art put on display alongside Griffey’s personal photography work to showcase how art and sport live in harmony to tell a larger story about culture.
RESULT
Nike and Likelihood's partnership highlighted Nike Diamond’s role in baseball, while our concept built the excitement and anticipation needed to achieve commercial success. We contributed to the +584% increase in WOW Nike sales at Likelihood SLU. We also created sustained engagement online with over 4.4 million impressions across all channels.
