UNDER ARMOUR
SC30 Retail Pop-up

To celebrate Steph Curry’s 10th NBA season, and the Warriors’ final year in Oakland, Under Armour launched a one-of-a-kind pop-up in downtown Oakland. Our team was tasked with developing the programming and executing a retail experience where every detail told the story of Steph’s connection to the city.

Running for six months, the pop-up delivered a fully immersive retail experience that honored Curry’s deep ties to the city. The design was rooted in Oakland’s iconic tree logo, incorporating reclaimed wood from the historic Bay Bridge throughout the fixtures. Vibrant murals by local artists added authentic flair, while community-focused events, including shoe customization workshops, photography classes, and coaching clinics, energized the space, ensuring the experience remained fresh and engaging.

Throughout the six months the pop-up was live, we rolled out a series of activations tied to Under Armour’s Curry 6 sneaker colorways. With each drop, the store transformed, from dynamic LED lighting to refreshed window displays, building anticipation through a teaser locker wall that ultimately revealed all 10 shoes.

Client: Under Armour
Agency: 160over90
Role: Executive Producer (Agency-side)