Under Armour & Curry Brand at All Star Weekend 2023

February 2023 in Salt Lake City on behalf of Excel Sports Management

We teamed up with Excel Sports Management and Under Armour to create the most dynamic, interactive, and well attended event open to the public at All Star Weekend. In our 25,000 square foot space, we revamped a defunct store in a retail mall to become one part retail showcase, two parts interactive experience, and all in a celebration of the game.

  • 2 days open to the public

  • 5,000+ attendees

  • The launch of the new Curry sneaker in a custom built try-on space accompanied by an interactive photo booth on a half-court re-creation of a Curry’s fan-favorite moment and iconic shot against Oklahoma City

  • Panels and appearances by Under Armour athletes like Kelsey Plum, Bones, and Joelle Embiid

  • Partnerships and programming for elite high school and college athletes

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