META X WNBA: W ALL DAY TAKEOVER

CELEBRATING WNBA ALL-STAR WEEKEND WITH AN IMMERSIVE VR “COURT-SIDE” TAKEOVER

BRAND ACTIVATION | RETAIL TAKEOVER | IMMERSIVE EXPERIENCES

Timed with WNBA All-Star weekend, W All Day transformed the NBA’s Fifth Avenue Flagship into a full-scale celebration of women’s basketball, and a first-ever for the WNBA. Designed as a one-day-only takeover, the activation gave fans a new way to experience basketball: up-close, on the court, in a VR headset.

We jumped at the opportunity to partner with our friends at Translation to create the immersive in-store experience, helping bring to life the newest, engaging content for the Meta Quest, while generating energy around the WNBA, and some of its highest-profile cultural icons.

The WNBA take-over was anchored by complete re-skinning of the giant NBA logos outside the 5th Avenue flagship.

Backed by beats from several of NYC’s top female DJs, Big Ellie, the New York Liberty’s mascot grooves through the crowd of fans.

“THE WNBA SITS AT THE INTERSECTION OF SPORTS, CULTURE AND LIFESTYLE — AND TECH IS INTEGRATED IN ALL OF THOSE.”

— Colie Edison
WNBA Chief Growth Officer

Starting with a complete exterior take-over, including a WNBA rebrand of the giant NBA logos, the activation reimagined and infused the space with All-Star energy, including bold brand moments, court-inspired visuals, and motion-oriented layouts.

Interactive VR zones at the center of the space, allowed guests to dawn Meta Quest headsets to shoot hoops alongside the New York Liberty’s boisterous mascot, Big Ellie, or be transported to court-side seating at virtually any professional basketball game, anywhere.

13-time WNBA All Star, Sue Bird gives the virtual Pop-a-Shot game a run for its money.

Fans interacted with a host of guest appearances throughout the day, including WNBA legend Sue Bird, while walking away with limited-edition merch—and a few lucky winners, with Meta Quest headsets.

W All Day owned the day, creating a rare moment of high cultural visibility for the WNBA, putting women’s basketball front and center in one of the most trafficked sports retail locations in the world.

At its core, the experience wasn’t just about engaging with the future of VR technology, it was about presence. And we’re proud to have helped build a platform that honored the W, welcomed fans, and moved the conversation forward.

“WE KNEW AT SOME POINT THERE WAS GOING TO BE A BREAK. AND TO FINALLY SEE IT DOING THAT IS REALLY REWARDING. AND I GET TO ENJOY IT.”

— Sue Bird
13-time WNBA All-Star

The virtual Pop-a-Shot game featured a rolling leaderboard for top-scorers throughout the day.

Participants experience Meta Courtside, placing them in the front row of their favorite professional basketball games.

Big Ellie, the WNBA mascot of the New York Liberty poses for the camera—as she loves to do.

AT-A-GLANCE

CLIENT: Meta + The WNBA

TYPE: Brand Activation, Retail Takeover, Experiential Pop-up

LOCATION: New York, NY

ACTUALIZATION: One-day take-over of the 5th Avenue NBA Flagship featuring the Meta Quest and celebrating WNBA All-Star Weekend.

PARTNERS: Translation / UPG

OUR ROLE:

Consumer Experience + Journey
Graphic Design
Space Design + Brand Moments
Production + Install Oversight
Staffing + Event Management

Meta Quest headsets sit on authentic WNBA court-side seats patiently awaiting the start of the activation.

Fans interact with WNBA legend, Sue Bird at the W All Day activation.

PROJECT GALLERY

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