The VR collaboration features Basketball Phenomenon Pat the Roc and Beatmaker Nosaj Thing.
Debuting at an Undefeated pop-up store in Los Angeles today, the two-minute VR film puts you courtside as basketball handler Pat the Roc shows off his skills around you in 360-degrees, backed by an original musical score by producer Nosaj Thing.
The VR film was created by VR specialists IM360 in partnership with lifestyle streetwear brand Undefeated in what is being called “CourtVision,” for the launch of their new shoe collaboration, the Undefeated x NikeLab Dunk Lux.
Although the “CourtVision” VR experience is available on IM360’s site and can be downloaded on their iOS or Android app, Undefeated also created a Pop-Up store in support of the release to let fans try the film themselves in a VR headset. The LA Pop-Up store will be open to the public between April 21st and May 1st. Visitors can experience “CourtVision” on a Gear VR headset in this featured NikeLab installation.
On set during VR film shoot of “CourtVision.”
In addition, a limited number of Undefeated-branded virtual reality cardboard viewers will be available as a gift-with-purchase promotion by Undefeated.
“With Undefeated’s legacy in the streetwear community, we were able to bring together the worlds of lifestyle, culture and technology, further expanding our efforts as the leader in 360/VR experiences,” said Chris Fieldhouse, Executive Producer, IM360. “It’s been amazing to partner with a creative brand such as Undefeated to bring a new medium of entertainment to their market, and we anticipate unveiling more innovative partnerships in the near future.”
The “CourtVision” virtual reality experience was directed by Digital Domain’s Neil Huxley, whose credits include commercials for UFC and Square Enix’s Rise of the Tomb Raider.
The Los Angeles Pop-Up store.
The Undefeated Pop-Up Store is located at 112 South La Brea Avenue, Los Angeles, CA 90036, with the Undefeated x NikeLab experience opening to the public on April 21st to May 1st, 11am-7pm PDT.
