PARTNER: Under Armour Basketball   //   PROJECT: Smile4Gold

 
 

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To build buzz around Under Armour's much-anticipated Curry 4 sneaker release and create significant demand around its global launch, we looked to create an experience leading into the start of the NBA season and give fans their own taste of Ring Night–which Stephen Curry and the NBA Champions, the Golden State Warriors, would be celebrating just days later.

Playing off of the name More Rings, the official name of the first Curry 4 colorway, Movement Strategy created an immersive pop-up named Smile4Gold within the Bay Area’s most sought-after jewelry store, creating a weekend-long experience guaranteed to fill the Instagram feed of sneakerheads, influencers and fans alike.

 
 
 
 

Bringing the smile4gold pop-up to life

 

By seeing the world through a social-first perspective, Movement Strategy has a unique ability to create events and experiences that are not only highly entertaining for those who attend, but also are filled with moments that are crafted specifically for those who attend to share on social media.

With anticipation about the Curry 4 release building since the NBA finals last spring, we thought about what we wanted people to share, how to ensure people were associating the sneakers (and Under Armour) with a premium feeling, and how to create a sense of exclusivity around the shoe.

This thinking took us to the very first thing we created: a custom chain complete with a blinged out Curry 4.

 
 
 
 

With the highly-Instagrammable Curry 4 piece custom-ordered, we created a step and repeat backdrop to fully set the scene for the photos and videos our influencers, celebs and fans would share.

 
 
 
 

From there, we completely redesigned the existing jewelry store inside and out to bring the Smile4Gold pop-up to life and to position the Curry 4 sneakers as highly valuable and exclusive.

 
 
 
 

 

Promotion

 

To create awareness around the Smile4Gold pop up, we teased the event on Under Armour and Under Armour Basketball's social handles. Additionally, we enlisted the help of local influencers, celebrities, radio stations and local press to spread the word throughout the Bay Area and around the globe. 

 
 
 
 

 

Campaign Results

 

We couldn’t have been happier with the results that we were able to generate with this activation–including a line that went out the door and wrapped around the mall the entire day. 

 
 
 

And once fans did get in, it was clear that it was worth the wait. They loved the experience–and the first look at the Curry 4s!

 
 
 
 

Our PR team made sure there was a ton of press around the event and the drop, helping to secure press in relevant sneaker outlets including Nice KicksSneaker News, Sole Collector and Kicks On Fire.

 
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Across social media the event generated over 5,000 social media posts and 56 million impressions.

All of this buzz led to the More Rings Championship Pack immediately selling out! The same day, the sneakers were being resold on eBay at premium prices, further positioning the Curry 4s as a premium, highly sought after release. This campaign was a huge success and the buzz from the event helped to sell out the next colorway that launched 2 weeks later–also selling out in less than a day.