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.

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.

Visual Merchandising / Print Production / Fulfillment / Fixtures


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.