Chosen 1s Tournament

Nike and brand LeBron came to The SpringHill Company with a challenge to reimagine and revamp Chosen 1s, their annual high school basketball tournament. Previous years saw limited team participation and lackluster fan attendance and engagement. The ambition was to make this an unforgettable weekend of hoops for the athletes and fans.

The results? A lively arena of fans watching 16 of the country’s most elite HS team participating in 3 days of games at Dolby Live in Vegas.  Athlete engagement activations throughout the weekend elevated the athlete experience, and a special performance by Lil Yachty made for a memorable celebration at the end of the tournament. 

As the lead creative partner, SpringHill led creative direction, consumer journey development, design, fan programming, and production planning working closely with Victory, Tait, and MGM to bring this all to life. 

Role: Business Lead, VP/GM Nike Brand Studio