Quai 54/ House of Hoops VIP Experience – Project Management

Client: Nike/Footlocker

Services: , , , ,

To celebrate both Europe’s largest basketball tournament Quai 54, and the 30th Anniversary of Jordan, Nike and Footlocker House of Hoops approached WeAreHQ and asked for our services in providing a VIP experience for Europe’s basketball elite. We conceptualized and managed the whole experience, and project managed the project in Paris, which centered around providing a VIP experience for 32 players from 5 different countries in Europe. The experienced merged the regimented discipline and dedication needed to conduct the elite training sessions from some of the worlds best coaches, to the immersive environments of the Quai 54 tournament and the 30th anniversary Jordan space at Palais Versailles. The experience concluded with a tournament at the new Legacy court that was opened by none other than basketball royalty Michael Jordan himself. The tournament that was managed by WeAreHQ, and featured the best basketball players from 5 territories in Europe battling for basketball supremacy. The ‘share’ friendly experience afforded the players to share their experience via social media channels.


As well as devising and executing the VIP experience WeAreHQ was tasked with recapping the event. WeAreHQ captured both photographic and film content from over the course of the 3 day experience. As part of the celebration of Quai 54 and the 30th anniversary of Jordan, WeAreHQ were tasked with writing a series of key editorials. The editorials ranged from the recap of the VIP experience and Quai 54, to the celebration of the Michael Jordan and Jordan Brand athletes. The editorials were featured on footlocker.eu and increased traffic and interaction to footlocker.eu.