Starch was asked to create and present blue-sky concepts for retail windows to coincide with the launch of James Harden’s first signature shoe.
The concept behind the Harden Vol. 1 retail execution was born from James Harden’s iconic persona, including his beard. The centerpiece for each retail point was a larger-than-life, stylistically stealth monument of James’s head. Each point was made interactive, enticing people to “wake the game up” by touching a sensor point to activate the head and reveal the new silhouette. These monuments were placed all around the nation, including the Rockets’ own home, The Toyota Center.
To engage consumers, the window-mounted sensor located behind storefront glass attracted the passersby to place their hand on the window. As this interaction took place, the head would split apart and rise up, unveiling the shoe hidden within while one of eight stylized video loops played on the LED wall behind it.