Work Samples Prepared for:

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.

We reimagined the shoe release with a disruptive delivery method that mimicked Stephen Curry’s playing style and his ability to launch from anywhere, at any moment, by unleashing the world’s first sneaker drop via drones.

We created a custom, interactive drone tracking map and sent fans from around San Francisco on a race to find the hidden Drop Zones to secure an exclusive pair of the autographed Curry 4’s. Fans spent an average of 8 minutes on the Under Armour branded Instagram map – leading to an epic cultural moment. In one day, people from over 150 countries explored the map to find the drop zones and millions saw the Drone Drop unfold online, earning massive street cred from sneakerheads everywhere and elevating Under Armour’s footwear to new levels.

Impact:

• Coverage from over 30 media publications including trendsetting outlets in the sneaker culture like SLAM and HypeBeast
• 11.9M media impressions
• Fans from 150+ countries explored the in-app Drone-Tracking Map