​An Australian Creative Director and Strategist fumbles through life in America. Live from New York.

An Australian Creative Director and Strategist fumbles through life New York City.

Under Armour Roadshow feat. Stephen Curry.

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 peak at the highly anticipated 'Curry Two', Stephen Curry's signature new show from Under Armour. 

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.

We oversaw all creative and design for the project, helping craft 20 individual brand experiences that remained impactful and exciting for not just our audience, but for our star, who was constantly experiencing new moments and interactions. We also helped plan and execute social posts and content distribution, as well as working to set and measure goals for the tour. Here are just some of the results:

  • 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

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