In part of the hyped Curry 4 shoe release, we created a fully immersive mobile gaming experience for the NBA star’s sneaker line on the NBA’s favorite Instagram account.
Steph Curry is not your typical NBA player, and we knew his shoe release couldn’t be either. Leading up to his shoe officially hitting the market, we were challenged by Under Armour with creating an interactive experience for fans on social to build hype around the NBA All-Star’s new shoe line.
After seeing a strong connection between young basketball fans and modern-day gaming culture, we knew we needed to take advantage of the bond between the two to create something special. We wanted to produce an interactive user experience that would resonate with the younger audience in an authentic, relevant way. In order to generate the viral impact of the interactive fan experience, we knew we needed to leverage an Instagram account focused on basketball culture to best reach the core demographic.
Partnering with Bleacher Report’s infamous House of Highlights Instagram account, we designed a mobile-first interactive gaming experience engineered to grab and hold the attention of NBA fans and sneaker enthusiasts alike to showcase the different colorways of the sneaker line. With NBA stars including LeBron James, Joel Embiid, and Boogie Cousins following and frequently interacting with the HoH account, we knew the Curry 4 experience would connect with the account’s NBA-savvy following on a distinctive level.