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.