In the last few seasons, Steph Curry’s unparalleled shooting ability has not only hacked the game of basketball, it has changed the way it’s played. On the cusp of winning a 3rd NBA Championship, Curry was more than a human cheat code — he had graduated to a full-on operating system. When Under Armour asked us to celebrate Steph by bringing fans into this “operating system,” there was really only one way to do it — with a 360-degree experience that transported visitors into an alternate dimension: “Steph VR.”
Fans experienced “Steph VR” for themselves online and at a pop-up space we built in downtown Oakland. Strategically placed along the Warriors’ Championship Parade route, Steph’s biggest fans could try on headsets and experience the piece in a Samsung-sponsored VR gallery. The limited-time pop-up also showcased limited runs of Steph’s newest sneaker, the Curry 5, selling out every colorway in just two days.