The venue billed it as "Basketball City" and indeed, it accurately portray yesterday's More Than A Game Community Day here in New York City as hundreds of volunteers, staff members, and thousands of basketball fans converged along the East River on the Lower East Side. Hosted by Nike and Nike Basketball, the event highlights NBA star LeBron James and More Than A Game, the documentary film about LeBron, his 4 teammates and coach Dru Joyce's climb to the national high school basketball championship.
Occupied almost the entire wharf and outfitted with an exterior poster of the same size, festivities started almost immediately upon entering with an outdoor basketball court for those who wanted to pit their skills with top players from Nike's roster. Next to it, a mess hall tent and catering team kept streaming in free foods, drinks, and snacks for 7 hours straight. To satisfy "all forms of appetite", Nike included a waffle truck and "Street Sweets" van.
Stepped into the cavernous building and you could actually visualize the definition of "Basketball City". The centerpiece is a full-on basketball court in regulation dimension, where local teams, such as Gauchos and Metro Hawks, played. Just off to its side are smaller courts for quick pick-up games, along with feedback and instructions from Nike staffers. Flanking the courts, venue set-up "kiosks" for attendees to participate, each designated by a large signage created by the iconic graffiti crew, the Bronx-base TatsCru
Network hub for updating your social network page
NIKEiD design stations
Nike retail store
Icon Interactive "blue screen" program that will edited you into the More Than A Game clips
DJ Scratch Academy where you could burn your own sample CD with help from a pro-DJ
EA Sports NBA Live gaming stations
Shoe whitening service
Barber shop with free cuts
Free giveaway counter
Temporary tattoo shop