UNDER ARMOUR CURRY 2 LAUNCH
Engineering the loudest shoe drop.
A sound meter in Oracle Arena, wired to social, so Dub Nation could add to the noise from anywhere.
CAMPAIGN CASE STUDY
THE CHALLENGE
Steph Curry's second signature shoe needed a launch moment in a category where every drop looks the same: a countdown, a hero film, a list of stockists. Under Armour was the challenger to Nike in basketball and couldn't out-spend the reveal. It had to out-loud it.
WHERE I CAME IN
Made the fans the instrument. Dub Nation is the loudest crowd in the
NBA, so we built the campaign out of the thing they already do. A physical sound meter went into Oracle Arena to measure and visualize the crowd during a live game, and we wired it to the Warriors' social feeds. Fans anywhere could post video of themselves yelling for Steph,
and that audio got piped into the arena, pushing the meter higher and the room louder still. An arena seats nineteen thousand. Dub Nation is a lot bigger than that. Sold it in, then handed it over. I sold the concept. Narrative built and produced the activation.
