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Gallagher teamed up with Nike and the Kicks Lounge Footaction store in Downtown Los Angeles to create a space truly reflective of the essence of the 2018 All-Star game, and special All-Star Jordan shoe release. In a nod to the color scheme of the campaign, the entire store was split down the center and clad in black and white, to create juxtaposing mirror images. Custom powder-coated fixtures, and hand-crafted furniture was created to meet the needs of the unique color pallet. Once the room was set, live DJ’s were hired to create an exciting environment for all that wished to purchase footwear. By the length of the seemingly never-shortening line down Broadway Avenue, it was clear attendance to the event, and shoe in particular, were a not-to-be-missed experience on the NBA All-Star tour.