How do you introduce the world to the world’s fastest shoe? Under Armour challenged us to launch UA SpeedForm Apollo in America’s busiest city, at it’s busiest time, in one of it’s busiest places: New York, Super Bowl weekend, Grand Central Station.

 

We transformed Grand Central Station’s Vanderbilt Hall into the Under Armour House of Innovation – a complete takeover of Grand Central Terminal’s Vanderbilt Hall, transforming it into 12,500 square feet of bold, brash, unadulterated Under Armour. The interactive 4-day showcase included 360° digital projection, a fashion show and PR event, interactive transparent LCD product displays, retail zone, live music, sponsored workouts, special performances and surprise athlete appearances.

 

More than 700,000 people experienced the “House of Innovation” over the course of four days, and 70 media outlets covered the PR event alone. With “awareness” as the key metric, “House” was considered wildly successful and exceeded all expectations for the brand and its CEO. Under Armour rose above the clutter to become one of the most buzzed-about events of Super Bowl weekend.