Harden ASU Takeover

Experiential Activation

The basketball experience of a lifetime

We celebrated the release of the Harden Vol. 3 at James Harden’s alma mater by surprising intramural players with the basketball experience of a lifetime.

Unlike scholarship sports, intramural championships are often played without crowds and zero hype — but that doesn’t mean they don’t take it just as seriously. Conversely, NBA MVP and former Arizona State star James Harden routinely plays his best basketball when the lights are brightest and the stakes are highest. 

To give the amateur athletes of ASU a taste of the same big game heat Harden thrives in, we invaded and up-leveled their intramural championships with a full Harden Vol. 3 takeover.

We transformed the ASU rec center with a custom Harden court and trussing system for light design during key moments. Players arrived to a fully kitted-out locker room of Harden Vol. 3 shoes and game-ready outfits in their size. Once their new gear was on, they ran out onto the court amidst an entrance fit for a pro team.

To ensure fan participation, we enlisted the help of ASU’s notorious student section, the 942 Crew, who brought the energy along with their infamous CURTAIN OF DISTRACTION!!!!The experience was electric — DJ Mentoz Fresh and regular shoe giveaways kept the hype alive throughout each championship game, while dance contests and Greek House vs Greek House spirit-offs” broke out during halftime and between games.