Game Changer: Curry MVP Activation

This case study describes how Under Armour, an American clothing brand, took a cultural insight into an athlete's play and brought that idea to life with the help of a computer game.

Game Changer: Curry MVP Activation

Agency: Droga5

Summary

This is not a typical strategy tale.

This isn't a story of an insight leading to a strategy leading to a creative idea.

This is a different story.

It's a story where a strategy and a great idea are one and the same.

A story of a superstar athlete becoming a phenomenon, and one brand struggling to maintain its connection to him amidst the cultural frenzy.

It's a story of how we went about changing that.

A story of how we took a cultural insight into an athlete's sensational play and...

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