Style Shop Retail Tour

Sprite's consumers are dynamic trendsetters who reside on the cutting edge of culture. These individuals, Undaunted Thrivers, forge their own paths and defy conventional norms. They thrive amidst challenges, transforming adversity into opportunity not only for themselves but also for others. Embracing risk, trusting their instincts, and fearlessly exploring the unknown are hallmarks of their approach.

The retail tour aimed to resonate with NBA fans and Undaunted Thrivers by highlighting Sprite's recognition that their identities are multifaceted. Sprite understands that these individuals are defined not by a singular passion but by the unique interplay of their diverse interests, which collectively define their distinctive personas.

As Associate Creative Director, I collaborated with a copywriter to develop experience concepts for Sprite to engage NBA fans. I conducted consumer observations to inform trends, driving quick and effective design decisions

The Concept

For NBA games, you arrive ready to showcase your personal flair. We imagined a space designed exclusively for fans to strut their stuff with Sprite. It' was the ultimate pre-game destination where fans could flaunt their individual style and enjoy a refreshing experience before tip-off.

Introducing the Style Shop: an oasis at NBA venues infused with the invigorating scent of Lemon and Lime. Here, fans could indulge in a selection of exclusive Sprite offerings, including custom Sprite Drip options. As an added treat, fans could snag team-specific, fashion-forward merchandise before leaving their mark. Each market featured bespoke artwork by local artists, capturing the essence of the city skyline.

But the excitement didn’t end there. Fans captured their entire ensemble in a trendy snapshot and shared it on social media against a backdrop reflecting their city's skyline. QR codes within the space led fans to team-specific sites packed with exclusive content featuring partnered players and more.

To build anticipation, we collaborated with influential local figures renowned for their distinctive style in key markets. We'll also curate 25-50 Style Shop Kits brimming with Sprite, team memorabilia, premiums, a digital camera, and coveted courtside tickets. These influencers showcased the swag during the game, with planned appearances on the arena's big screen during timeouts to amplify our message.