Under Armour put the ball in Latitude’s court, asking us to define and produce a full product launch program for seven different retailers nationwide, starting in the heart of New York during the All-Star Game.
The Curry One, from Stephen Curry, is Under Armour’s first ever athlete endorsed basketball shoe. Under Armour decided to launch it during All-Star Game weekend in NYC, where the game was being played.
By highlighting Stephen Curry’s dynamic nature and putting his winning personality front and center, we could make him stand out in a crowded field of, well, standouts.
We produced a full product launch program for a variety of retailers (Foot Locker, Dick’s Sporting Goods, Modell’s, Hibbett Sports, Champs, Finish Line), including an entrance “takeover” at the 34th St. Foot Locker in NYC, for a Stephen Curry appearance and signing.