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Under Armour: Embiid One Launch



Under Armour was looking to drive energy around their relationship with Joel Embiid and promote his first signature shoe line with a launch moment that reached a global audience.

To accomplish this, we seeded out kits to press and influencers in custom packaging reflective of the shoe design and partnered with Twitch to create a one-day, high-heat, single elimination NBA2K tournament for consumers culminating in a faceoff with Joel himself. Twitch sportscasters guided viewers through game action, interacted with fans in the chat, and helped two lucky winners leave the event with their very own Embiid Ones, with over 1M viewers tuning in.

The release of the new DRAFT NIGHT colorway followed with a one-of-a-kind mailer. Suspending the shoes amid lottery balls marked with the #3, we shared the story of the 2014 draft pick that brought Embiid home to Philadelphia and eventually led to his claim of a popular 76ers fan refrain: “Trust the Process.”

This unique moment showcased the innovation of the shoe line and allowed us to position UA as culturally relevant with their target audience.
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Virtual Experience
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