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Under Armour

With Under Armour, Embiid Plays Live on Twitch

For Joel Embiid’s first ever signature shoe, Under Armour wanted to raise hype around the world. We wanted to stand out to global audiences and find a new way to offer fans courtside seats.

We partnered with Under Armour and Twitch to create a one-day, high-heat, single elimination NBA2K tournament, including star studded challengers, culminating in a faceoff with Joel in the finale round. Twitch sportscasters guided us through game action, interacted with fans in the chat, and helped two lucky winners leave the event with their very own pair of UA Embiid Ones.

Core Services

  • Creative Direction + Design
  • Creative Strategy
  • Experiential Marketing
  • Film + Content Creation
  • Integrated Production
  • Virtual Experience

The event generated 1M+ unique viewers and 77K maximum concurrent views, 285% above the benchmark. The Homepage Headliner exceeded Twitch’s delivery goal by 127%, with an added value of 45K.