2018 NBA All-Star Sneaker Wars
The dichotomy of characters in Los Angeles was wide-ranging and seamlessly never ending.
It began innocently commuting from OC to LA. Boutique shop Undefeated announcing a street address on their socials. In an obscure part of town far from any storefront or basketball court, hypebeasts and loyalists converged onto 15th street looking to obtain a golden ticket. In this case a white wristband, securing a spot in line for Friday to purchase the Nike Zoom Kobe 1 Protro ‘Camo’ and capsule collection.
Streets were a mess. People parking cars anywhere possible, passengers jumping out to run down the block. I simply didn’t have the time or patience.
The goal of the week was to participate and attend a handful of events, meet up with industry colleagues, and perhaps add kicks to the collection. Not fully sure what to expect, I kept an open mind and attempted navigating the City of Angels with grace.
Under Armour: HOVR lifts you up
The first brand activation invitation was the plush W Hotel on Hollywood Blvd. UA gave a presentation on its new footwear tech, HOVR cushioning. The two featured models, the “Phantom” for your daily run and “Sonic,” catered to long distance. Later the action shifted to the HOVR House; where guests could trialed the shoes, took 180° photos, and a DJ kept the party rolling late into the night.
Nike: Makers of The Game
Things began bright and early with a media preview. Makers H.Q. was the place to be, where most foot traffic converged for ballers and streetwear enthusiasts in the Los Angeles arts district.
The space included a studio to customize kicks curated by designer Aaron Kai, who was on hand. Silhouette options included AF1’s to Air More Money and Huaraches.
A hardwood court took center stage for high school games, a Kendrick Lamar concert, plus a conversation with Jalen Rose and the Black Mamba himself, Kobe Bryant.
The retail section offered plenty as consumers lined the streets all weekend looking to get All-Star release exclusives. The Undefeated x Kobe 1 Protro ‘White’ was in high demand. So was the PG2 ‘Playstation,’ Zoom Generation ‘Wheat, and Air Force 1 ‘Taiwan.’
The Undefeated apparel capsule was also available, along with All-Star Game jerseys, and NikeLab’s fashion line by Riccardo Tisci. Furthermore, team Swoosh provided a SNKRS Pass through its mobile app to reserve pairs of the new Cortez ‘Kenny II.’
Nike’s top ballers all received ASG editions featuring the KD10, Kyrie 4 and LeBron’s ‘Long Live The King’ 15 collab with Kith.
Jordan Brand was equally in high demand. The return of the ‘Cement’ III’s, limited ‘Free Throw Line’ III’s, ‘OVO’ black and white VIII’s, ‘Gold Toe’ AJ1’s, and Russell Westbrook’s WhyNot Zer0.1 ‘City of Flight’ silhouette.
adidas: 747 Warehouse St.
Three stripes garnished its own buzz over the three-day weekend. The warehouse and outdoor venue was also in the arts district, providing feverish energy from the jump.
Instead of a typical queue to make purchases, attendees used electronic wristbands to enter raffles placed around the compound and winners received text message instructions.
Three distinct zones were created including a performance Test Center, Production Line building, and culture creation in the Engine Room.
James Harden was on-hand debuting his Harden Vol. 2 model in multiple colors. Other notable releases included a white Futurecraft 4D and Parley UltraBOOST Mid.
Damian Lillard debuted his Bape x Dame 4 collab, Alexander Wang had a wing to himself, a music studio to record tracks and more. Overwhelming to be honest.
The top floor of a warehouse held a press conference by hip-hop artists Snoop Dogg and 2 Chainz, in anticipation of their celebrity basketball game. Team Snoop would claim victory Friday night.
Music influencers have become a staple with the adidas resurgence. Childish Gambino, Playboi Carti, N.E.R.D., and Kid Cudi all performed throughout the weekend. Even Yeezus himself, Kanye West, made an appearance to stir up a frenzy.
The All-Star Game finale
Come Sunday everything felt like a blur. The 67th NBA All-Star game turned out to be a highly contested event, compared to years past.
Team Lebron defeated Team Stephen 149–146, but it’s hard to imagine any brand left town with an L.
(Originally published Feb. 12, 2018)
