Under Armour
All Star Weekend Pop-Up

Salt Lake City, UT

Senior Producer

For the 72nd Annual All-Star Weekend, we created an immersive pop-up activation with Under Armour to celebrate basketball fans as well as UA’s All-Star-inspired sneaker releases. 

Throughout the pop-up, fans were able to connect with UA athletes, like LA point guard Bones Hyland and Las Vegas star Kelsey Plum and experience a variety of stations and activities, including:

• A merchandise showcase with new UA releases, including an All-Star Weekend-inspired ‘Carnival Pack’ collection and Curry Brand footwear, including a first look at the Curry 2 Retro PE and Curry Flow 10 ‘Double Bang!’ styles
  
• A customization station for fans to add their own carnival-style twist to free UA apparel
  
• Basketball shot and skills games for fans to show off their hoop's talents
  
• A photo opp where fans can recreate the infamous Steph Curry buzzer-beating shot
  
• A pop-up locker room with custom branded lockers honoring UA Basketball athletes, filled with athlete easter eggs, surprises, and endless photo opportunities
  

Press: BizBash