To celebrate the launch of Harden Vol. 3 shoe line, MATTE brought the next chapter in James Harden’s ongoing narrative to his greatest fans over the course of two days through premium activations in Houston.

Day 1 activations featured a full product showcase in local boutique shoe store, ‘Premium Goods’ including an in-store meet & greet with James Harden, customized HV3s by Kickstradomis, and limited edition HV3 t-shirts as a gift with purchase.

Day 2 activations featured an experiential takeover held at the Toyota Center’s pavilion. Strategically placed at the stadium entrance, guests were transported into GLXY-HV3 through a custom tunnel experience, where they could interact and view key elements and products from the HV3 FW and SS lines.

The HV3 takeover continued into the arena with a GIF photobooth in the concourse, where fans were invited to participate and share on their social channels. Each activation was led by 18 brand ambassadors in custom HV3 space suits and helmets encouraging guest participation, social sharing, sweepstakes signup and engagement.

Just like the MVP himself, the two-day takeover disrupted the expected and invited locals to meet and learn more about the enigmatic superstar that is James Harden.