Under Armour / Curry Two Drop

Engineering the Loudest Shoe Drop. Literally.

The Curry Two needed a launch that matched the energy of Steph Curry's reigning MVP season and the Warriors' 2015 championship run. The insight was right there in the stands: Golden State Warriors fans — aka Dub Nation — are the loudest fan base in the NBA. So the activation was built to prove it.

The team created a social campaign that challenged Dub Nation across the country to vocalize their support for Steph and the Warriors, then built a physical sound meter inside the stadium that measured and visualized fan noise during a live game. The meter was also hooked up to social feeds — so as fans in the arena got loud, sounds from fan videos shared on social were piped in alongside them, creating the loudest chorus of fans to date to hype up the Curry Two reveal. The activation bridged digital and physical in a way that made the drop feel less like a product launch and more like a moment Dub Nation owned.

Role: Concept