Under Armour Deploys an in-Store Digital Obstacle Course
The goal for the launch and opening of Under Armour’s Chicago Brand House store—a 30,000-square-foot space on the Magnificent Mile, and the largest retail location the company has opened to date—was to interact with local Chicagoans, build Brand House awareness, drive loyalty and in-store traffic and capture consumer and social connectivity. To do that, the Earn Your Armour Chicago Challenge really brought the Brand House message home.
The challenge featured a custom-built digital obstacle course in which participants “sprinted” down Michigan Avenue, “kayaked” in the Chicago River and “climbed” up the stairs of the Willis Tower, an experience that ended with a photo-finish on the sky deck. The challenge took place during a Brand House store VIP and press opening event, and traveled to Chicago’s Pioneer Court on opening day and to the Health and Fitness Expo at McCormick Place. To increase store traffic, Under Armour distributed more than 14,000 drive-to-store mystery cards on-site.
The digital obstacle course integrated gesture technology in a way that was authentic and relevant to Under Armour’s brand story via Microsoft Kinect. Sales were double predictions on opening day. The event received local and national media coverage and more than 1.4 million social impressions.