Under Armour launch


The Challenge

The client Under Armour wants to launch a new running shoe in the HOVRTM series called Machina. More than just a running shoe, it helps you run better with real-time Form Coaching via a chip in the shoe that connects to UA MayMyRun for data-tracking. Our challenge was to launch the product in a short period of time with the upcoming Chinese New Year holidays.

The Solution

The launch was held at Sunway Pyramid Blue concourse with the media, brand ambassadors, KOLs and business partners. The event was launched by Muhammad Haiqal the SEA Games gold medalist and Under Armour brand ambassadors Jeff Lau, Peter Davis and Zaidatul Husniah Zulkifli. Guests took on the treadmill challenge and got a foot personality tests too while photobooths were set up for photo enthusiasts.

The Result

The launch received good media coverage.