Under Armour / Curry Two Drop

Engineering the loudest shoe drop.

For this activation to launch Steph’s Curry Two shoe, we tapped into NBA fan culture and built on the insight:

Golden State Warriors fans (aka ‘Dub Nation’) are the loudest fan base of any NBA franchise.

We created a social campaign that challenged Dub Nation across the country to vocalize their support for Steph and the Warriors. We then built a physical sound meter in the stadium which measured and visualized the sound of fans during a live game. This meter was also hooked up to social feeds. So as fans in-stadium got loud, we also piped in the sounds of fans shared via social videos. creating the loudest chorus of fans to date to hype up the announcement of the Curry Two.

This activation pulled off (literally) the loudest reveal for a shoe drop and fed the passion of Dub Nation fans.

Role: Concept