The overarching creative idea was to demonstrate to Boston athletes that Under Armour’s values are their values. Those shared values included: Innovative, Tenacious, Perseverant, Challenger, Under Dog, Fighter. Our idea was to bring those values to life in disruptive, unexpected ways that directly engaged our target and let them know that Under Armour was now a new, different and valuable part of Boston’s athletic landscape.

The execution happened in three cadenced phases that built buzz and engagement for the brand house in the run up to launch:

VIRTUAL REALITY BARRICADE

Six weeks before opening, while the Brand House was under construction, a first-ever Virtual Reality Barricade provided a virtual tour of how it would look upon completion.

PR/INFLUENCER EVENT

Two days before the opening, we gathered 400 athletes, influencers and media -- including local hero Tom Brady and PGA star Jordan Spieth -- for a celebratory opening event.

50 FLIGHT FIGHT STAIRCLIMBING RACE

On opening weekend, the launch culminated with a stairclimbing race from the Brand House to the top of the Prudential Tower – 50 flights – for a prize of $5,000 to the winner, and a $10,000 donation to the winning department of a showdown race between Boston Fire and Boston Police. The winner had their victory projected on the Prudential Center.

The Boston launch was one of Under Armour’s strongest Brand House openings ever. Specific results included:

VR BARRICADE

• Over 4,500 users engaged

• 2,258 unique email addresses captured

PR/INFLUENCER EVENT

• 775 Million media impressions

“50 FLIGHT FIGHT” STAIRCLIMBING RACE

• 2,000 registrations (unique emails captured)

• 1,500 participants

• 700+ social posts, generating 139M impressions

SALES

• We doubled our sales target for opening weekend.