As Nike Chicago’s first 365 franchise, Home Court 2.0 needed to be more than a retail space—it had to become a cultural heartbeat that connected with local voices, creators, and everyday athletes. The goal was to elevate the city’s sports culture while making the space a symbol of community pride and representation.

Chicago’s sports culture is defined by its people—diverse, resilient, and unapologetically authentic. To resonate with Gen Z and the Black and Brown creators shaping the city, Nike needed to tap into community-driven storytelling that felt both hyper-local and unmistakably Nike.

We crafted a social-first strategy that went beyond brand storytelling. Our team, in collaboration with Nike Chicago's deep partner network, designed a campaign that brought the city’s culture to life. Focused on local creators, community events, and powerful visuals, we made Home Court 2.0 feel undeniably Chicago and distinctly Nike.