Under the gaze of the Hollywood sign, Nike has miraculously transformed what was once a vacant lot into an awe-inspiring monument.

In honor of the blood, sweat, and tears spilled upon basketball courts across the city of Los Angeles, there now lies a living, breathing celebration of twenty-five years of Nike performance and culture.

Los Angeles basketball finally has its Mecca, and it’s called The Point.

Inspired by the players who have defined the game and those who will one day transform it, The Point is Nike’s unique fusion of museum-like exhibits, high-end retail, personal Nike-ID consultation, and the most exclusive, state-of-the-art basketball court your eyes have ever seen.

In the mere six months since it opened, The Point has established itself as a hub for the most competitive leagues, community outreach, and VIP parties honoring all aspects of the game.

To take just one example, Nike recently paid tribute to Kobe Bryant at the historic “Zoom Kobe II 24 for 24,” a star-studded event hosted by #24 himself. Fans lined up at The Point as early as 6 am to catch a glimpse of their favorite shooting guard and to be the first to don a pair of LA-exclusive Zoom Kobe IIs. Celebrities, pro-ballers, and fans united for twenty-four hours of non-stop hoops to honor #24’s achievements and contributions to the sport we love.

And this is only the beginning. For the next year, every day at The Point will pay tribute to the community that built the game and helped create an icon. This is basketball. This is Nike. This is The Point.