Under Armour, a challenger brand fighting for footwear credibility, needed to make Stephen Curry's new signature shoe famous if they were to compete with the other giant sneaker brands. They were looking to create a memorable and impactful sneaker release in order to uniquely generate buzz among sneakerheads and technology enthusiasts, engage Curry and Golden State Warriors fans, and drive interest in Under Armour's new "More Dubs" Curry 4 shoe.
We reimagined the shoe release with a disruptive delivery method that mimicked Steph’s playing style and his ability to launch from anywhere at any moment by unleashing the world’s first sneaker drop via drones.
During the activation we engaged fans from over 150 countries and garnered over 16,000,000 social media impressions and more than 119,000,000 media impressions.
