NBPA

THE THRONE

Young man with curly hair sits with arms crossed in front of an ornate black and gold throne-like chair, wearing a black T-shirt and looking at the camera with a serious expression.

the challenge

The NBPA launched The Throne, a premier national high school basketball tournament, and needed a way to integrate sponsors while curating a premium players’ lounge.

the SOLUTION

SoHo partnered with Niantic, JBL, and Gary Land Productions to build an immersive space featuring a welcome dinner, panel discussions, and interactive learning sessions designed to prepare young athletes for life beyond the game. The lounge blended education, relaxation, and elite brand engagements.

A young man smiling while holding a basketball, standing in front of a large digital display with colorful, abstract patterns, with people and stage lights in the background.
Group of young basketball players in colorful neon lighting, high-fiving during a sports event or practice.
A person with curly hair wearing a gray Adidas jacket with purple and pink lighting, standing in front of a digital art installation with swirling green and pink neon lights.
Group of young people posing together on a stage with colorful lighting and a digital backdrop, while photographers take pictures.
Group of young people in athletic wear smiling at a neon-lit space, illuminated with purple and blue lighting.
A young man with short dark hair wearing a black shirt, smiling, in a dimly lit room with colorful expo lights and other people in the background.
A woman holding a basketball in a futuristic, neon-lit environment with a digital background, wearing a gray Nike hoodie and matching gray sweatpants.
Close-up of NBA Finals logo with gold lines spelling 'NBA Finals' on black background, and NBA logo featuring a silhouetted basketball player in red, white, and blue.
Close-up of a white pillow with the NBPA logo, surrounded by yellow and black pillows, on a dark couch, with a television and an NBA poster visible in the background.
A group of young athletes standing together after a basketball game, wearing championship shirts with medals around their necks, under blue lighting inside an arena.
Group of young basketball players standing in a row during a ceremony or award event, wearing casual sports clothing with some shirts displaying 'Champion' and basketball-related graphics, under blue stage lighting.
Photographer takes picture of a basketball player holding a basketball in a dark room with blue lighting and digital graphics projected on the background.
Two people standing together at a nighttime event with bright stage lights and a large digital display in the background.

MORE EXPERIENTIAL CASE STUDIES


APEROL


CITIBANK


GRAND MARNIER

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