UNDER ARMOUR
Drone Drop Activation

Under Armour needed a headline-grabbing launch for Steph Curry’s latest signature sneaker, one that could compete with the biggest names in the game.

To launch it in a way as unexpected and dynamic as Curry’s game, we created a first-of-its-kind activation in the Bay Area: the world’s first sneaker drop via drones.

Inspired by Steph’s ability to launch from anywhere at any time, the campaign combined innovation, spectacle, and cultural relevance to generate buzz, disrupt the status quo, and drive visibility for the new release.

Client: Under Armour
Agency: RED Creative Agency (later renamed to 160over90)
Role: Senior Integrated Producer (Agency-side)