From Invisible North
For Joel Embiid’s first ever signature shoe, Under Armour wanted to raise hype around the world. We wanted to stand out to global audiences and find a new way to offer fans courtside seats.
We partnered with Under Armour and Twitch to create an integrated launch campaign that came to life across social, influencer seeding and a one-day, high-heat, single elimination NBA2K tournament, including star studded challengers, culminating in a faceoff with Joel in the finale round. Twitch sportscasters guided us through game action, interacted with fans in the chat, and helped two lucky winners leave the event with their very own pair of UA Embiid Ones.