Under Armor Curry Two / The loudest shoe launch in history


Curry Two Launch Case Study

Wearable/Product Design Case Study



We challenged Dub Nation – the loudest fans in the NBA – to break their own loudness record to unveil Steph Curry’s new sneakers. At center court we built a sound-responsive light meter that reacted to stadium roars and projected thousands of socially submitted videos.


• The loudest shoe launch in history

• 15 million+ impressions

• 99% positive net sentiment

• 2,079 social mentions