UNDER ARMOR C1N LAUNCH

Under Armor is synonymous with performance, but they lacked lifestyle credentials. So for the launch of Cam Newton’s C1N - a shoe intended to be worn and and off the field - instead of unauthentically chasing sneaker culture hype our strategy was to build brand love from the ground up with the people who helped Cam become the star he is today. To show that WHEN 1 WINS, WE ALL WIN.

For the people in his hometown of Atlanta we created a two part celebration that connected Cam’s on and off the field personality to that of his shoe. During the day we held the C1NIVAL for local kids with games reimagined around the shoes feature’s and then at night we turned it up with a live art battle and concert from local favorite 2 Chainz in a space designed around the C1N’s ATL inspired colorway.

ROLES: Creative briefing, Campaign strategy, Consumer journey