Nike x Kids of Immigrants
TOMA La Noche "The Hill"
A franchise-defining Nike Toma experience, transforming Melrose Hill into an immersive celebration of soccer, culture, and community for 3,500+ guests.
Brief
Kids of Immigrants and The Yard agency (Paris) asked S&T to produce Nike Toma at the new KOI flagship store on Melrose Hill, setting the stage for explosive Toma gameplay and a 3000+ guest block party on Melrose Ave.
Services
S&T managed pre-production, build, block party activations, and live production.
Concept
Melrose Hill is the new home of KOI's first flagship store and the raw, high-density location for the pre-finals tournament. Yard developed 'The Hill' to reflect the locale and worked with S&T to bring it to life as a franchise-defining experience capping a 5-game series in LA around the World Cup.
Highlights
3500+ attendees from across a diverse mix of LA communities.
A massive block party on Melrose Ave diverting a major highway to execute.
One of the most authentic and community-based executions in the Nike Toma franchise history.
An epic night of celebrating soccer, culture, and community in Los Angeles for Nike & KOI.
Press
