LeBron. Nike. Beats. The Robot Co. Together at Art Basel, we built The Art of Training— an experiential hub in Miami's Wynwood Arts District celebrating LeBron's TR1 shoe in black and gold, and the new metallic gold Beats Pill.

LeBron's performance philosophy became an immersive experience blending sport, art, music, and community. Local artist HOXXOH wrapped the exterior in a custom mural. Inside, three massive LED walls showcased DeepLocal's interactive digital art—strength, conditioning, recovery— tapping our audience into each phase of LeBron's training ritual.

MEDIA Experiential / OOH / Social
ROLE Executive Creative Director
AGENCY The Robot Co

Attendees tested themselves: high jump, box jump, battle ropes. Then compared their stats to the GOAT's. Programming kicked off with an exclusive VIP preview, followed by athlete-led training sessions for Nike members and local high school players. Firsthand product trial. Real education.

The result: a culturally resonant moment that deepened brand connection, drove member engagement, and lit up social platforms.