NIKE BASKETBALL

KD18 EYBL RETAIL POP-UP
APRIL 2025
MESA, AZ

OBJECTIVE: To kick off the 2025 EYBL season, Nike Basketball wanted to launch the KD 18 “EYBL” colorway in Kevin Durant’s backyard of Mesa, AZ—turning the moment into a celebration of KD’s legacy and a retail-driven experience for the elite youth athletes.

STRATEGY: We built a custom KD 18 x EYBL pop-up retail store and curated exclusive in-store programming including a KD Film Room content experience and a KD seeding moment with his Team Durant AAU athletes. The activation blended KD’s legacy, product storytelling and brand experience seamlessly, amplifying 
Kevin Durant’s presence in an impactful retail experience.

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