At the time, we had built a dinner series with up-and-coming Chef Prep in Chicago, and our work caught the attention of a Nike agency. They wanted to collaborate with us on the release of the LeBron James 15, a sneaker inspired by different eras of Nike footwear. To bring this vision to life, we created waffles inspired by two iconic shoes—the Fruity Pebbles edition and the Ken Griffey Jr. release—blending LeBron’s love for waffles with a creative, locally rooted activation.

Our role was to seamlessly execute the event in partnership with House of Hoops, providing waffles to raffle winners and customers who purchased the shoe. We assembled a team of local chefs, strengthening community ties while elevating the experience. To capture the energy and excitement, our team produced a video showcasing the moments shared between sneaker fans, LeBron supporters, and the local Chicago food scene, creating a memorable and culturally relevant brand moment.