FEATURE
and performances by rapper Latto , Grammy-award winner Kaytranada and Kitty Ca $ h .
The next-level experiences included : a FCTRY Lab shoe experience where guests could 3D print a custom pair of sneakers ; a mobile game night pizzeria which delivered more than 300 pizzas to fans ; a stunning art installation ; and onsite mixologists serving NBA-themed cocktails . It also featured an immersive digital court integration inspired by basketball Hall of Famer Allen Iverson , where fans were invited to create their own digital courts online .
Hennessy also debuted its film Unshattered , featuring artist Victor Solomon , who re-created the most coveted trophies in the league , exploring his passion for art and sport .
During the weekend , Hennessy hosted the B . I . G . ( Business
Major sporting events present a wealth of invaluable opportunities .
Inside the Game ) Summit , bringing together sports experts and entrepreneurs across sports , media , tech and finance . Attendees watched a series of fireside chats and a panel including NBA commissioner Adam Silver , Cleveland mayor
Justin Bibb , and Scott Rochelle , President and CEO of The National Basketball Retired Players Association . Sneaker start-up and marketplace SoleSavy hosted a members-only community pop-up , where members watched the event in person and enjoyed the All-Star game together .
The Hennessy Arena was an exceptional example of a truly immersive brand experience that went far beyond simply selling products , and paid homage to the intersection between basketball , art , music and style .
Community and connection So , what can we learn from these deeply engaging brand experiences ?
Sport is a religion in Australia and the next decade is going to be really exciting for us , and for the savvy retailers who can successfully tap into the zeitgeist . There ’ s the upcoming FIFA Women ’ s World Cup and the Olympics in Paris next year , followed by the Commonwealth and Olympic Games in Australia .
These major sporting events present invaluable opportunities for retailers , as the nation ’ s excitement levels reach fever pitch in the months leading up to them . After all , you have large numbers of emotionally invested Australians , looking for ways to engage with their favourite team , sport or associated brand .
Sport is about community and connection , so that should be at the forefront of retailers ’ strategies . Done well , a great brand could potentially become part of the lasting memories that Australians take away from the World Cup or the Olympics .
As I learnt during the NBA All-Star Weekend , the best businesses think beyond just branded T-shirts and merchandise – they ’ re getting creative and building highly immersive experiences with consumers at the centre of it all . Game on : It ’ s time to go big or go home . �
Danny Lattouf is chief strategy officer and partner at retail strategy agency The General Store .
36 | www . insideretail . com . au May 2023