CLIENT
PROJECT
DETAIL
NIKE
LEBRON XVII
‘AIR UNRIVALED’
For the launch of the Lebron XVll at Nike Soho the apprach was through a more irreverant exploration of Lebron’s career as an athlete and his signature shoes.
Athletes were greated by a friendly trio of robots explaining the innovation behind the Lebron XVll and were then able to explore a visual timeline highlighting some of Lebron’s most memorable moments and products. Ending their journey they were invited to take a chance at a winning custom designed Lebron swag from a reworked arcade crane game.
CLIENT
PROJECT
NIKE
LEBRON XVll
‘AIR UNRIVALED’
DESCRIPTION
For the launch of the Lebron XVll at Nike Soho the apprach was through a more irreverant exploration of Lebron’s career as an athlete and his signature shoes. Athletes were greated by a friendly trio of robots explaining the innovation behind the Lebron XVll and were then able to explore a visual timeline highlighting some of Lebron’s most memorable moments and products. Ending their journey they were invited to take a chance at a winning custom designed Lebron swag from a reworked arcade crane game.
![Byron Panaia Nike 2019 Soho Lebron XVII](https://freight.cargo.site/t/original/i/2aacdc327d242c918a42bd3464332aaba384a3030ceedce0e18abd37d4118f23/Nike_Soho_LeBron_XVll_Bryon_Panaia_1.jpg)
![Byron Panaia Nike 2019 Soho Lebron XVII](https://freight.cargo.site/t/original/i/a7d38b48eda760868f4b392a3aced08afe9157be651bd4d7d48240d8b291d035/Nike_Soho_LeBron_XVll_Bryon_Panaia_8.jpg)
![Byron Panaia Nike 2019 Soho Lebron XVII](https://freight.cargo.site/t/original/i/9f5b514b00090a19c6b1ba9eaae6a9a7d042e775fb1cece6465851bd60d5f112/Nike_Soho_LeBron_XVll_Bryon_Panaia_3.jpg)
![Byron Panaia Nike 2019 Soho Lebron XVII](https://freight.cargo.site/t/original/i/c1ac59d1a0f0d1d7bf8c663b94fc3ebcee88388766896e61e49182a38e5ed26e/Nike_Soho_LeBron_XVll_Bryon_Panaia_5.jpg)
![Byron Panaia Nike 2019 Soho Lebron XVII](https://freight.cargo.site/t/original/i/167266c971454b17c70c0af033603f520ddbfa95a15cbd42669180d638fe42c1/Nike_Soho_LeBron_XVll_Bryon_Panaia_4.jpg)
![Byron Panaia Nike 2019 Soho Lebron XVII](https://freight.cargo.site/t/original/i/55dc10a3f019a8eb18e656beedfbd2a7601970a01208e297a6f07badb3e9cc35/Nike_Soho_LeBron_XVll_Bryon_Panaia_10.jpg)
![Byron Panaia Nike 2019 Soho Lebron XVII](https://freight.cargo.site/t/original/i/bf0c4f86abefd001697d3b964e47cf491667d8e4be002edf43c197ae75f5d0cd/Nike_Soho_LeBron_XVll_Bryon_Panaia_6.jpg)
![Byron Panaia Nike 2019 Soho Lebron XVII](https://freight.cargo.site/t/original/i/76e24b390d7073ae8369e9982b8221abcf5f1e03e8ca3bf101fc76374c1ec333/Nike_Soho_LeBron_XVll_Bryon_Panaia_7.jpg)
![Byron Panaia Nike 2019 Soho Lebron XVII](https://freight.cargo.site/t/original/i/d41c1e36ec40ae8b799ea8c67b129a3d041cc7adf64fac8e52d60fe860e46539/Nike_Soho_LeBron_XVll_Bryon_Panaia_13.jpg)
![Byron Panaia Nike 2019 Soho Lebron XVII](https://freight.cargo.site/t/original/i/4008ed9f01a9c52404468a5ad8ca04e683dbf8b0d074509b04f13c048d973ef1/Nike_Soho_LeBron_XVll_Bryon_Panaia_12.jpg)
![Byron Panaia Nike 2019 Soho Lebron XVII](https://freight.cargo.site/t/original/i/65706d91ae8aa36808b459ca6e507f80660ee8e6e25b1ada4d39b770520ba63d/Nike_Soho_LeBron_XVll_Bryon_Panaia_14.jpg)
![Byron Panaia Nike 2019 Soho Lebron XVII](https://freight.cargo.site/t/original/i/a8739b0266ec758cb03fbbabd92cf62b7c5cba23d81f65a67ee6f1fec640fb1b/Nike_Soho_LeBron_XVll_Bryon_Panaia_15.jpg)
![Byron Panaia Nike 2019 Soho Lebron XVII](https://freight.cargo.site/t/original/i/e794a24f4db862db920c5d41a2e7455e3a0da5c905452adc9eb0bbeab94f5ae6/Nike_Soho_LeBron_XVll_Bryon_Panaia_18.jpg)
![](https://freight.cargo.site/t/original/i/373923042bd0b42909e902b5f9dc979aa20b94c9cdd06cfec7532772db876892/Nike_Soho_LeBron_XVll_Bryon_Panaia_23.jpg)
![Byron Panaia Nike 2019 Soho Lebron XVII](https://freight.cargo.site/t/original/i/dfafe4fade87e194467ade08975045fb0788d2c3dd5800996c549eab3ac0709d/Nike_Soho_LeBron_XVll_Bryon_Panaia_16.jpg)
![](https://freight.cargo.site/t/original/i/fbb43e9d1f8867c4fa798a16575b0fa83c5ddf963c83d65a790b2c94eebf9730/Nike_Soho_LeBron_XVll_Bryon_Panaia_22.jpg)
![](https://freight.cargo.site/t/original/i/2c8985c826166cdba46175faa8a670300f9c3fbb8a18b0e590d60d60b69183ee/Nike_Soho_LeBron_XVll_Bryon_Panaia_17.jpg)
BRAND
TEAM
TITLE
NAME
NIKE
GLOBAL BRAND EXPERIENCE
SR CREATIVE DIRECTOR
BRYON PANAIA
BRAND
NIKE
TEAM
TITLE
GLOBAL BRAND EXPERIENCE
SR CREATIVE DIRECTOR
NAME