For Spongebob’s 20th Anniversary, SSG delivered Nickelodeon it’s most pinnacle partnership to date: a Nike X Spongebob collaboration featuring Nike’s best-in-class Kyrie Irving line of basketball shoes. The project featured 5 sneaker models seen on WNBA basketball courts, global press on multiple fashion, lifestyle and sports outlets. The capsule was launched on the Nike SNKRS app as well as at Foot Locker House of Hoops locations. The collaboration penetrated sneaker culture in a way that made it’s launch one of the most anticipated mass sneaker collaborations of the year.