A mysterious giant shoebox appeared overnight at the Barclays Center – and its contents left onlookers stunned.
The digital box was positioned outside of the arena ahead of the NCAA Men’s Basketball Tournament with an unexplained countdown.
When the timer reached its conclusion, basketball fans entering the venue were taken aback as the display came alive.
The digital box was positioned outside of the Barclays Center.
They were faced with an array of elements seemingly unboxing and reaching out before transforming into a sneaker – which then morphed into the new Nissan Kicks SUV.
The SUV was launched at the Barclays Center as its shape and colors are inspired by the sneakers which are seen on court at the venue.
The interactive experience also paid homage to the hip-hop culture which was born out of Brooklyn through a series of slick animations.
The SUV was launched at the Barclays Center as its shape and colors are inspired by the sneakers which are seen on court at the venue.
After the vehicle was revealed, basketball fans were able to enjoy live music from Kicks Beats DJ and see the SUV for the first time inside the venue.
Marisstella Marinkovic, vice president at Nissan U.S., said: “Unboxing the all-new Kicks at Barclays Center places our thrilling new model at the heart of the action as passionate sports fans pour into the arena for the exciting experience of the NCAA Men’s Basketball Tournament.
After the vehicle was revealed, basketball fans were able to enjoy live music from Kicks Beats DJ and see the SUV for the first time inside the venue.
“By aligning our brand with consumer passions at pivotal touchpoints, we showcase our products to the right audiences, fostering meaningful connections in the most impactful manner.”