In 2020 Under Armour and superstar basketball player Stephen Curry created the Curry Brand, whose focus is to invest a portion of its earnings into under-served communities. In 2021, the Curry Brand and Sesame Street came to ALIVE to help Change the Game for Good in Singapore and launch their first BIG collaboration. ALIVE was challenged to do more than promote the launch of Curry9 x Sesame Street sneakers. We worked to connect Under Armour’s purpose-led work internally to its sales staff and out in the community. We needed to start meaningful conversations about inequities in youth sport and the importance of giving every young person the opportunity and encouragement to play.
ALIVE designed, produced and operated a campaign that was grounded in the joy of play, learning and sharing that makes the Curry Brand X Sesame Street such a perfect collab. We worked with Under Armour and youth basketball organizations to identify local needs, adapt global assets and come up with a fresh approach. We developed a rolling playground and sneakerhead centre showcasing 3 of the hottest new Curry9 colourways. Around it we executed a 10-day program that integrated heartland community outreach with an all-out sneaker launch event and Internal comms. Celebrity appearances, OOH, influencer engagement, mobile video billboards, social media and special retail-staff training experiences blended seamlessly to bring local journalists, the public and Under Armour’s retail teams closer to the Curry Brand and its mission.
We also took on the challenge of creating opportunities for play at a time when most of Singapore’s basketball courts were still closed due to COVID19 restrictions. ALIVE’s long track record of using safe event technology and practices meant that when we proposed the series of live events, we had the confidence of all the stakeholders. We were able to successfully work with Under Armour, community organisations, local councils and Sports Singapore to pull off 4 live days of basketball for more than 2,300 kids at OCBC Square, with streetball workshops and themed giveaways, celebrity coaching by media celebrities and pro baller Han Bin from the Singapore Slingers.
