Spotted! Nike’s baller weekend

The brand hosted multiple activations during NBA All-Star Weekend, including a custom sneaker streetcar and pop-up shoe stores.

Basketball fans from around the globe descended on Toronto last weekend for the NBA All-Star Game and Nike was ready for them, launching multiple activations around the downtown area.

The brand customized a Toronto streetcar and filled it with Nike and Jordan Brand models for the SNKRS XPRESS from Thursday until Sunday. Visitors signed-up and got aboard the streetcar at 277 Queen St. West, touring a 25-minute route around the downtown core. Riders were given a boarding pass, the opportunity to try on and buy new styles, and to have their shoes professionally cleaned. Any purchases made on the streetcar were available when the riders returned to the Queen St. store. To capture the hype of All-Star Weekend across North America, the brand also hosted SNKRS XPRESS streetcars in Chicago, New York and Los Angeles.

Shoes were also on the move at Canada’s first Jordan Brand-only store at 306 Yonge St. Sneakerheads lined up for two days for a shot at getting their hands on limited edition shoes. The store opened at 6:23 a.m. on Friday morning and closed at 6:23 p.m. yesterday evening, both in honour of Michael Jordan’s number, running 24 hours a day for that period.

Nike brand fans could also create custom kicks at the NIKEiD Loft, which ran from Tuesday until Sunday at its Richmond St. West Nike loft location. On Friday Nike+ members could also register for “Bring Your Game Live” sessions, where they got personalized basketball coaching and a chance to try out and train wearing the latest Nike Basketball products.

Claire Rankine, communications director, Nike Canada, says the multiple activations are a culmination of years of basketball fandom building in the city.

“We want to be in the heart of the city and, amid all that energy, show firsthand how Nike+ services offer athletes and sneakerheads unparalleled access to premium services,” she says.

Rankine says multiple agencies were involved in bringing the NBA All-Star Weekend activations to life, and declined to name any specific shops.