Klarna All-Star Vault
Multi-Channel Retail Activation
THE ASK
Create an All-Star Weekend Klarna x Stadium Goods activation that celebrates 75 years of basketball history.
THE IDEA
A fan-led experience that leans into basketball’s sneakerhead culture by curating a lineup of legendary sneakers across basketball history, including ones game-worn by Michael Jordan. The physical activation included a basketball court with different shoot challenges, and swag personalized on-site by artist Sophia Chang. The sneaker collection was featured in an exclusive Complex Closets episode and on KlarnaVault.com, a shoppable microsite that featured Vault sneakers that could only be purchased through Klarna. To drive press, Klarna tapped NBA All-Star Zach LaVine to participate in a Klarna user-driven campaign that allowed fans to vote for his All-Star game outfit, which he received on-site.
Project scope: Content, Experiential, Partnerships, Web
