Under Armour Activates a Digital Obstacle Course
In celebration of the launch of its 30,000-square-foot Brand House in Chicago, Under Armour immersed consumers in the active lifestyle it endorses. Aiming to interact with the local community, boost brand awareness and drive in-store traffic, the brand engaged consumers through its “Earn Your Armour” challenge. The digital obstacle course had participants of all ages virtually bouncing around the Windy City completing physical feats and interacting with the brand. The experience helped launch Under Armour’s largest retail location to date with a bang, leading to double the amount of predicted sales on opening day.
Built in concert with tech partner Helios, the gesture-activated Earn Your Armour obstacle course incorporated event technology into the experience without straying from Under Armour’s brand story. Participants were invited to “sprint” down Michigan Avenue, “kayak” in the Chicago River and “climb” up the stairs of the Willis Tower before capping off the series of adventures with a photo finish on the building’s sky deck. In addition to the Brand House, the obstacle course traveled to Pioneer Court on Michigan Avenue and the Shamrock Shuffle Health & Fitness Expo, significantly broadening exposure for the brand and its new space.
In keeping with the active lifestyle theme, Under Armour also got consumers on their feet with live entertainment. The event included performances by dj Avi Sic, as well as the Chicago Boyz Acrobatic Team, who were recently featured on “America’s Got Talent.”
The Brand House launch not only earned praise from consumers, but also stole the attention of local and national press, generating a total of 1.4 million social impressions. No sweat.