Brand: Under Armour
Team: Jack Morton Worldwide
Context
It’s not every day you get to work with one of the biggest athletics brands and the biggest names in Basketball - but in 2016, with the launch of the Steph Curry 2 trainer, our team at Jack got to dive in head first. The shoe was set to launch in Asia and Steph was on board to bring the passion of the game to rabid fans across the Philippines, Japan, China and Taiwan. They needed a big idea and a full activation program that would resonate with customers in these key markets.
Insight
Working with our global team, we developed a creative platform that created assets, messaging and programming that continued the story behind one of China’s greatest literary works: Journey to the West. In his ‘Journey to the East’ Steph would embody the five virtues taught through this classic story and which fit both him and the Under Armour brand: determination, strength, agility, passion and courage. Truly the spirit of ‘I WILL.’
Solution
The activation rolled out across five cities supported by social, digital and local media to drive awareness and footfall. The program was a huge success, resonating with fans throughout each city, generating buzz, packing venues to the brim, and driving significant lift in sales in Asian markets.
Results
Curry 2 was Under Armour’s top-selling item in China
157% increase in online sales due to interest from Chinese consumers
UA Footwear sales increased 58 percent in Q3 2016, led by the Curry signature shoe line