The Nike Basketball brand space formally known as the The Ballroom, later referred to as BLVD ICE, was an experiential energy door that leveraged the culture that surrounds NYC summer hoops as a gateway to a transformative retail experience. Part italian icy shop, part retail, part players lounge, BLVD ICE featured exclusived products highlighted by New York City borough inspired footwear, borough inspired t-shirt collections, t-shirt customization and for the first time Bball short customization.