“[We want to] create a lot of excitement. For us, this is really a sport moment and a sport moment for New York. New York is our home turf, so we’re going to do everything to celebrate with our fans,” Modell’s EVP/CMO Charles Castaneda told FN.
According to Castaneda, the retailer has three “core doors” that will be taking part in the All-Star hype: the store on Atlantic and Flatbush Avenues in Brooklyn, across from the Barclays Center; the Times Square location; and the store at One Penn Plaza, on 34th Street.
These locations will be set up like one big party to celebrate the moment for New York City. All three locations will feature NBA All-Star specialized window treatments, with the help from Adidas and Nike, All-Star product, and the launch of Under Armour’s Stephen Curry sneaker, the Curry 1.
Nike created a large mural on top of Modell’s Barclays Center location featuring the NBA’s LeBron James. This location will also feature an appearance by former New York Knick John Starks and the NBA’s Larry O’Brien Championship Trophy.
“We’re absolutely going all the way out for this,” said Castaneda, who expects a boom in sales over the weekend.
Modell’s Times Square location has teamed up with Madame Tussaud’s Wax Museum to feature a wax figure of the New York Knicks’ Carmelo Anthony on display.
One Penn Plaza will feature the “Modell Experience,” with a heated tent filled with interactive basketball games for children, appearances by Chris Bosh, Klay Thompson and more, as well as a DJ and two giant inflatable bodies representing the East and West All-Star teams.
Susan Boyle, owner of Brooklyn sneaker shop Rime NYC, said All-Star weekend being in New York has energized the city.
“Small boutiques like us have some limited signature basketball products, as well as Mitchell & Ness NBA All-Star product made in Brooklyn,” said Boyle of the store’s specialized promotions. “We are selling, but it’s more about the bigger picture. It’s like advertising, and we reap the awards afterward by having strong product from these brands.”
Overall, this weekend should generate sales. “People want All-Star product, and new shoes and accessories to wear to the events, as well as the limited shoes,” Boyle said.