Working alongside the Under Armour China team and led by the US creative team, we combined brand video, social media and interactive technologies to help build Under Armour brand awareness in the Chinese market. After an initial successful event in Beijing in the fall of 2014, the experience evolved for 2015 into a national tour across China.
Through multiple stages of development we helped ensure maximum visibility, functionality and engagement. The structure was designed as a 'kit of parts' which could be transported, assembled and deconstructed repeatedly for multiple event destinations.
Guests begin the experience heading up the inclined entrance tunnel and into the Brand Theatre.
The Brand Theatre showcases the history of the Under Armour brand, its focus on technology and its product innovations. The theatre utilizes projection video onto a floor-to-ceiling sized viewing screen, creating a fully immersive visual experience.
From there, guests move into the heart of the experience - the Product Showcase room. We created interactive merchandising displays and social interaction areas for guests to share their experience and enter for chances to win Under Armour gear.