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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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.
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.
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.
Distributed more than 14,000 drive-to-store mystery cards, resulting in double the amount of predicted sales on opening day.
Generated more than one million social media impressions and garnered coverage on major news outlets such as NBC.
Received local and national media coverage, including a feature story on NBC Channel 5 evening news.