Under Armour is recognized as one of the most explosive brands in the world, dominating a previously stale marketplace with an audacious urge to challenge the status quo, and make waves in new and established markets.
To build momentum for Under Armour Basketball in Asia and connect fans to one of the games true superstars, Under Armour embarked on their largest-ever public brand experience, taking reigning NBA Champion and MVP Stephen Curry (as well as Under Armour Founder and CEO Kevin Plank) on a whirlwind tour across three countries and five cities in five days: Tokyo, Manila, Beijing, Chongqing and Shanghai. And not only was Asia treated to an extravagant roadshow, they also got a world-first sneak peek at the highly anticipated 'Curry Two', Stephen Curry's signature shoe.
Part concert tour, part training camp, the UA Roadshow feat. Stephen Curry mixed skills clinics with genuine creative showmanship to bring Asia their first taste of UA Basketball, and the power of the SC30 brand. Completely socially led, this campaign touched millions of fans and impacted billions of onlookers across all major social and real-world media, having a real impact not just in Asia, but in North America as well.
This project set new high water marks for impressions and shares across all Under Armour social media channels (across Twitter, Instagram, Snapchat, Facebook, Weibo and WeChat)
Accrued over 1 million new fans for Under Armour and UA Basketball across Instagram, Twitter and WeChat in just 5 days
Exceeded retail sales targets by 74%, with over 90% sell through on Curry Two in just 3 days
60,000 participants across three countries
1.6 Billion Global Social Impressions
4 Billion Global Media Impressions
Dominated the conversation around basketball in Asia, eclipsing Nike’s LeBron ‘Rise’ tour, which was in market at the same time