Under Armour x Super Bowl

Showing Up in Our Super Bowl-Sunday-Best

The Situation

The Super Bowl, the most anticipated Sunday on the sports calendar was in New York City. All the biggest names and brands in sports and entertainment swarmed New York City with fans going in all different directions. There had to be at least one central place where we could count on nearly everyone being at some point, a place where our client, Under Armour, could make a big impact.

The Solution

Grand Central Terminal was the perfect package; an iconic landmark, a central hub of the city, plus it came with a massive audience included in the box. For the week leading to Super Bowl Sunday we took over Grand Central Terminal with an immersive fan activation dubbed The Under Armour House of Innovation — where we saw nearly 750,000 people pass through each day. The space and activations allowed Under Armour to tell varied, interesting and key brand stories for multiple days leading up to the big game.

The Under Armour House of Innovation with Curtis Williams