CULTIVATING A WELLNESS COMMUNITY AT ART BASEL WITH ROBOT CO

In collaboration with LeBron, Nike and Beats, The Robot Co designed and curated an experiential hub in Miami’s Wynwood Arts District to drive cultural engagement and amplify the release of LeBron James’ signature training shoe, the TR1, in a new black and gold colorway, and a new Beats Pill speaker in metallic gold.

Titled The Art of Training, the activation transformed LeBron’s performance philosophy into an immersive, multi-sensory experience that blended sport, art, music, and community. The space, conceived as a gallery, featured a wrap-around exterior mural by local Miami artist HOXXOH, as well as 3 large LED walls showcasing interactive digital art pieces created by DeepLocal, corresponding to each phase of Lebron’s workouts: strength, conditioning, and recovery. Attendees were encouraged to test their abilities in several training exercises (high jump, box jump and battle rope) and compare their performance to the GOAT's.

The experience opened with an exclusive VIP preview to generate early buzz, followed by a series of celebrity athlete-led training sessions for Nike members and local high school basketball players. These sessions embodied LeBron’s core training pillars (strength, conditioning & recovery), offering firsthand product trial and education.

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Designed to deepen emotional connection with the brands, the event attracted key consumer segments and created high shareability across social platforms.

The result: a culturally resonant moment that not only celebrated LeBron’s legacy, but also drove brand affinity, member engagement, and measurable consumer interaction with Nike’s training ecosystem.