Strategic Objective: Create a memorable VIP NBA All-Star celebration in honor of Stephen Curry’s astounding on-court accomplishments to launch his Curry One basketball shoe.
Solution Overview: Leveraging knowledge of NBA All-Star weekend programming and the surrounding fan frenzy to launch the ultimate destination during NBA All-Star week. Our immersive multi-media event featured a VIP party, engaging talent performances to deliver a remarkable experience that was amplified with a breakthrough social campaign.
We developed an immersive media event to drive global awareness, by producing a multi-media VIP event with compelling talent, delivering a break-through, can’t miss experience. The Curry One Launch was fueled by Under Armour’s desire to create an immersive brand experience in celebration of its accomplishments.
The event was kicked off with a “Charged by Belief” video launch. A press conference, featuring Stephen Curry, Jamie Foxx and Under Armour CEO, Kevin Plank followed and was covered by more than 80 global media outlets. As the conference came to a close, the venue was transformed into a VIP scene treating over 1,000 invited guests. We designed customized elements including a floodlit marquee, red carpet, branded hallway, DJ stage build-out, product showcase bar areas, club-like downstairs perimeter seating and private balcony.
After the launch, Curry’s Candy Reign shoes (design inspired by Stephen's love for Sour Patch Kids (SPK)) were stolen before the Three-Point Contest (which he then proceeded to win). Our agency responded to the ensuing media buzz by recommending an opportunistic social media campaign to capitalize on the moment in a fun, creative way and generate a conversation around who stole the shoes (#CandyReignCrook).
Demonstrating our agency's connectivity and ability to launch innovative breakthrough social programs, we engaged our other client, Mondeléz (the makers of SPK), and implemented a 24-hour social media campaign (over 4 million views) that culminated with SPK’s admitting their “sour side” got the best of them and they were the culprits. SPK’s then personally delivered the stolen Candy Reign shoes to Foot Locker the day they went on-sale.