Under Armour: Steph VR

Preparing for a possible third championship moment for Steph Curry, Under Armour wanted to highlight all the ways Steph has rewired the game of basketball, by associating his influence to an operating system that has slowly taken over the NBA on a journey to becoming verified.

When we thought about the most immersive way to bring fans into Steph’s OS, only one medium made sense: VR. We worked with Tilt Brush artists George Peaslee and Danny Bittman to reimagine Steph’s journey within a virtual supercomputer.

It was important to UA that we made the immersive experience accessible to all of Steph’s fans. We did this by:

• Creating a 360 version of the experience for YouTube and Facebook that fans could experience on social.
• Filming the creation of the art in mixed reality to show the depth of the piece in 2D social videos.  
• Bringing a VR gallery to Steph’s biggest fans in Oakland during the Warrior’s championship parade

In less than two weeks, we created an immersive pop up to not only give fans a chance to celebrate Steph’s victory in VR (with Samsung Gear VR headsets), but to then be able to purchase limited time runs of exclusive Curry 5 colorways featured in the experience.