Under Armour Curry 2 Drop

Engineering The Loudest Shoe Drop

Golden State Warriors fans—known as "Dub Nation"—are the loudest fan base in the NBA. For the Curry 2 launch, the campaign tapped into this passionate fan culture with a simple insight: let the fans' energy become the reveal.

The activation centered on a physical sound meter installed at Oracle Arena that measured and visualized crowd noise during a live game. The innovation came in connecting this in-stadium meter to the Warriors' social feeds—as fans roared in the arena, user-generated videos shared on social media were piped in, amplifying the overall effect and creating a feedback loop between physical and digital fan engagement.

This challenged Dub Nation across the country to vocalize their support for Steph and the Warriors, turning the shoe launch into a participatory moment where fans literally powered the reveal through their collective volume.

Role: Concept