Boon Hau Tan - Under Armour Product Launch 2018

Product line launch with Under Armour, for their flagship running shoe tech "HOVR", 2018. TripleFit's retail space at Millenia Walk was transformed into an sprawling immersive brand and activity arena, allowing product education/showcase as well as tactile experiences -- run-testing the shoes with live data, circuit runs around the mall and social media action-shots.

With Revolution Event Management (REM), I handled the creative direction from an all-encapsulating perspective -- from the build-up to the programme and visitor experience, ensuring a synergy and syncing of on-brand messaging throughout. Interpreting assets and directives from UA Global Office, translating it into a unique product launch for the local market, whilst ensuring cohesiveness for the simultaneous global launches.

Views from the Arena zone.

From left to right: Arena entrance (with caged trampoline "jump-shot" social media photo op in the background of the reception); Activity Zone, participants trying out the product line, with live performance tracking.

Launch Stage, with TripleFit CEO Michael Binger and host/brand ambassador Allan Wu.

Launch Mech. Elevating platform, with hero product levitated -- driving home launch tagline: "HOVR Lifts You Up".

From left to right: Arena view; Tech co-inventor extolling the product benefits in a "town square" gathering in the Arena.

Early site renders. From top to bottom: Entrance; Social media photo-op zone, trampoline jump-shot.

Hero Product main showcase: construction of a c-shaped magnetic levitation lightbox, to float the shoe ("HOVR Lifts You Up"), as it oscillates around brand messaging. Literal manifestation of messaging, doubling up as popular social media content for participants. This device was also rolled-out to SEA regional outlets, as part of the product's visual merchandise showcase.