Project for Creative Development Class

An Under Armour team pitched an assignment directly to our class: 

Market the release of the second shoe in Joel Embiid's signature line.

We were to create a six person mini-agency to get the job done. 

We were tasked with: outlining the ask, researching the target audience, collecting data for the best platforms to market the shoe on, gathering significant insights, developing creative execution ideas, designing the campaign architecture, and mapping the consumer journey.

The problem: 

Under Armour was reletively new to the basketball shoe scene. They did not have the credentials like a Nike or New Balance when it came to basketball space.

They needed to align the product positioning with strong storytelling In order to sell both the performance aspects of the shoe as well as the culture of Under Armour in basketball.

Insight: 

Teens who are passionate about basketball want to be reminded of their own potential for growth, both on court and in their professional aspirations. They want to see that their dreams are attainable. 

We also found that our target audience desires brands to engage with them in a manner similar to how they interact with each other.

Opportunity In Research: 

65% of U.S. Millennial and Gen Z consumers have made a big purchase due to a recommendation from a trusted friend or family member.

29% of teens cited TikTok as their favorite social media platform. 

52% of U.S. TikTok users believe that uniqueness is a significant factor to a TikTok’s popularity.

Creative Idea: 

What's Your Process?