Under Armour: Steph IQ

Under Armour challenged us to break through the noise during the 2-month playoff cycle with an activation that would keep Steph in the spotlight as an Under Armour athlete and drive ongoing demand for their new Curry 5 releases.

Just like Steph Curry hacked the game of basketball, we hacked the second screen by creating the first ever brand experience triggered live by an athlete’s performance.