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Words by Nima Zarrabi / @NZbeFree // Photos by Jeremy Rincon / @Jermcon
Chris Paul’s future L.A. takeover is underway.
In addition to his on-court prowess with the Clippers, CP3 continues to build a strong foundation in L.A. through his off-court endeavors, including a partnership with his shoe and apparel endorser, Jordan Brand.
As part of the activation for his new signature Jordan sneaker, CP3.VII, the brand put together The #Riquickulous Experience in the heart of downtown L.A. to introduce fans to the footwear he will be showcasing on court this season.
Located adjacent to Staples Center on the corner of Chick Hearn Ct. and Figueroa St., The #Riquickulous Experience featured a beautiful basketball installation that drew inspiration from the Apple store in NYC: a breathtaking roofless glass cube with a hardwood floor as the centerpiece of the festivities. The court looked luxurious during the day and intergalactic at night, with an array of colored lights giving it a unique glow in the darkness.
The #Riquickulous Experience lasted four days last week, kicking off with a media run starring basketball and sneaker bloggers from the L.A. area. That was followed up by an evening Q+A session with Paul that also included an appearance from Ghostface Killah, who is also highlighted in the brand’s online marketing campaign.
The activation was open to the public, with fans able to test out the sneaker through timed skills-challenges on the court and dribbling exhibitions. There was also a branded Jordan truck on site that allowed fans to customize and order the sneaker online via NIKEiD, in addition to Nike Elite socks.
One of the coolest stations on hand was the awesome photo booth set up that let fans test their handles in a dark room for a few seconds, producing a long exposure photograph so they too, could feel as #Riquickulous as CP3 himself.
I had a chance to try on the Bel-Air colorway during my visit and really enjoyed the look and feel of the sneak. The colors were crispy—I loved the purple applications—and the sneaker felt really good on foot, especially at the balls of my feet where there appeared to be significant cushioning. Engineered for sudden bursts of speed and hard cuts, the CP3.VII is built with a Flywire lockdown fit and Podulite system combining three zoned pods within a comfortable, lightweight midsole. Inspired by high-performance sports cars, the sneaker also features the birthdates of Paul’s children in VIN number format—a nice touch.
