Under Armour / Elite 24

The Elite 24 (E24) Clubhouse takes retail to the next level of consumer engagement.

Challenge

Create an experience for Under Armour, E24 fans, the community, and players to celebrate the history of E24 and the future of young athletes.

Solution

Merging sports, art, and technology, we created the E24 Clubhouse, an immersive omni-channel retail experience that elevated and extended the Under Armour Elite 24 brand.

We built the Under Armour E24 Clubhouse to celebrate the 10 year anniversary and introduce new basketball fans to the brand through a series of interactive experiences. The space immersed visitors in E24’s history, while honoring players past and present. Attendees learned about E24 via live programming, custom murals, and an interactive Twitter bot. The curated museum experience featured unique artifacts and exclusive UA E24 products for purchase via shoppable mannequins. One wall in the space was dedicated to an interactive soundboard where kids could create a custom soundtrack leveraging sounds of the game. Video content was placed at key retail touchpoints for additional E24 immersion.

Results

  • 96.7MM+

    impressions.
  • 85%

    positive net sentiment.
  • 12K+

    social mentions.