Under Armour: Game Changer

This case study shows how Under Armour, the sportswear brand, promoted the release of its Curry 2.5 shoe in the US by making the Stephen Curry character in an NBA video game ultra-powerful for a limited time.

Under Armour: Game Changer

Kathryn Ruocco

Campaign Details

Brand: Under ArmourBrand Owner: Under ArmourLead Agency: Optimum Sports; Droga5Contributing agencies:Country:Albania, Andorra, Armenia, Austria, Azerbaijan, Belarus, Belgium, Bosnia and Herzegovina, Bulgaria, Canada, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Europe (EU), Faroe Islands, Finland, France, Georgia, Germany, Gibraltar, Greece, Greenland, Guernsey, Holy See (Vatican City State), Hungary, Iceland, Ireland, Isle of Man, Italy, Jersey, Kazakhstan, Kyrgyzstan, Latvia, Liechtenstein, Lithuania, Luxembourg, Macedonia, Malta, Moldova, Republic of Monaco, Montenegro, Netherlands, Norway, Poland, Portugal, Romania, Russian Federation, San Marino, Serbia, Slovak Republic, Slovenia, Spain, Svalbard and Jan Mayen Islands,...

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