Under ArmourCurry Sneaker Launch

The Ask

Under Armour wanted to celebrate Stephen Curry fans and create excitement around the Curry Two sneaker launch.

The Answer

Landing Gear created a surprise pop-up fan event built around Stephen Curry. Seeded on social with a video shout out to Dub Nation, the event featured a custom sound meter responsive to fan noise that measured fandom levels to trigger the entrance of Steph Curry. The activation harnessed the vocal power of Curry fans for the actual shoe drop, culminating in a press conference with Curry.

The Impact

15.2M+ total impressions and 2,079 social mentions.

Services Included

• Surprise pop-up event production
• Custom interactive tech build
• Social media seeding and video content
• Fan engagement activation
• Press conference setup