While Art Basel crowds nursed hangovers, we challenged them to train with the best for the new LeBron TR-1 sneaker launch. We reimagined a Basel pop-up with interactive art installations reacting to music, influencer gifting, smoothie bars, group workouts, and parties. We prioritized health and made noise differently. Celebrity trainers stepped up to ensure that guests got the best possible start to their day, whilst influencers and fans sweated out the night before, got their hands on the new sneakers and lost themselves in the interactivity of artworks that surrounded the space.
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