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Under Armour Brand House launch and promotion

Store Opening Experiential Marketing Campaign

Promoted the launch and opening of Under Armour’s Chicago Brand House store, a 30,000-square-foot space on the Magnificent Mile and the largest retail location the company has opened to date.
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Digital integration & data collection at brand activation

Engaged consumers through “Earn Your Armour” Chicago Challenge, a custom digital obstacle course that invited participants to “sprint” down Michigan Avenue, “kayak” in the Chicago River and “climb” up the stairs of the Willis Tower, ending with a photo-finish on the skydeck.

Event entertainment at Under Armour event activation in Chicago

Integrated live entertainment and performances from local artists including DJ Avi Sic as well as the Chicago Boyz Acrobatic Team, who were recently featured on America’s Got Talent.

Drive to store mystery cards handed out to consumers
Consumers interacting with digital brand experiences

Activated the interactive Under Armour experience at its Brand House store VIP + press opening event, in Chicago’s Pioneer Court on opening day, and at the Health and Fitness Expo at McCormick Place.

Results

  • Return on Investment

    Distributed more than 14,000 drive-to-store mystery cards, resulting in double the amount of predicted sales on opening day.

  • Return on Investment

    Generated more than one million social media impressions and garnered coverage on major news outlets such as NBC.

  • Return on Investment

    Received local and national media coverage, including a feature story on NBC Channel 5 evening news.