Context:

To celebrate his latest BIKE AIR collaboration with Jordan Brand titled BRICK BY BRICK, pro BMX rider Nigel Sylvester not only needed to create a bold statement, but also showcase it. We took to the streets of New York City with a bold visual statement: a 13-foot brick installation that brought the heart of the project to life.  

Solution:

In-person activations generate strong local engagement but have the potential to reach a wider global audience when extended digitally. We brought this physical activation online, turning it into a moment that blended street culture, sport, and art. On the ground, it drew crowds and fans. Online, Nigel challenged his community to reach 1,000 comments by teasing an official image reveal. The post surpassed that goal, generating over 1,450 comments.