Under Armour C1N Launch & C1NIVAL

Under Armour C1N Launch & C1NIVAL

c1n_ua

PROJECT OVERVIEW

In July 2017, Under Armour & Cam Newton descended on Atlanta to launch the ‘C1N,’ a performance trainer described as ‘Ferocity Meets Artistry.’ To celebrate the launch, we programmed an elaborate day of distinct and memorable events.

CLIENT GOAL

Engage influencers and media to promote the launch of the C1N trainer by embodying the duality of the shoe, “Ferocity meets Artistry” while also representing the Under Armour brand as a leader in shoe technology and style.

OUR SOLUTION

IMG LIVE worked with Under Armour and Cam Newton to develop a two-part event including a carnival-style outing for local youth charities and an exclusive launch party and media event for the new C1N Trainer.

ACTIVATION ELEMENTS

– A full-scale takeover of the Skyline Park for local Boys & Girls Clubs
– Media event with DJ Scream to talk about the shoe & unique collaboration
– Launch party featuring art battles & a surprise performance from 2Chainz. 

RESULTS

Traditional media coverage created 75 million online and broadcast impressions, while social coverage accounted for 25 million. Social influencers added another 11 million, for a total of more than 110 million earned impressions for the campaign.