Rhone partnered with Elevate to activate its new NBA partnership at NBA Crossover, transforming the “Get Your Head in the Game” campaign into an immersive fan experience. The activation highlighted Rhone’s premium performance apparel while engaging fans through challenges that tested both mind and body, driving brand affinity, consumer engagement, and measurable business outcomes.

Rhone needed to translate its campaign into a dynamic, interactive experience on one of the NBA’s biggest cultural stages. The goal was to connect the brand to the competitive intensity of the league, demonstrate product performance, and engage fans in ways that were both memorable and aligned with Rhone’s ethos of focus, resilience, and adaptability.

Elevate developed a full-scale activation that fused brand storytelling with NBA culture. Fans were immersed in an environment that tested mental and physical performance, integrated athlete partnerships, and connected directly to Rhone’s apparel. The activation included a sensory entry experience, interactive basketball challenges, athlete storytelling featuring Kevin Love and Jrue Holiday, and product displays with QR-enabled shopping for immediate trial and conversion.