FUTR X ELITE - Footwear Launch
Under Armour brought forward two of its best footwear technologies and combined them in the FUTR X ELITE basketball shoe creating the ultimate performance system and, as Sports Illustrated notes, paving a way for the future of basketball footwear. FUTR X ELITE features an Intelliknit upper elevated by a FLOW underfoot for a 1:1 fit, responsiveness and traction.
THE IDEA BEHIND THIS SHOE WAS TO REDEFINE WHAT A BASKETBALL SHOE COULD BE, IN A WAY THAT ONLY UNDER ARMOUR COULD. WE WANTED TO ALLOW THE ATHLETE TO FEEL SOMETHING COMPLETELY NEW- A SEAMLESS 1:1 FIT AND TRULY NATURAL PLAYING EXPERIENCE.
- Kris Cook, Global Product Line Manager, Basketball Footwear at Under Armour
To capture interest and drive purchase we cut through noise highlighting the shoe’s distinct visuals, partnering in ways unique to basketball, and showing up at one of the most important events in the sport: NBA All Star Weekend.
Below you’ll find content featuring some of these materials supporting the very first moments of FUTR X ELITE in the wild.
supporting graphic treatments
clipboard-inspired graphics
seeding kits
See Patty taking these for a run:
Global Brand Manager - Chris Hatcher
Global Product Line Manager - Kris Cook
Design Kit and Direction - Flynn Bluett, Travis Young
Copy - Ricky Munks
Photography and Direction - Andre Rucker, James Michelfelder
Producer - Emily Bois
NBA All Star Weekend Activation - Kasey Wolfe, Nick Hood, Chris Hatcher, SEG
NBA All Star Weekend Social Video - John Barone, Candace Cooper
Seeding Kits - SEG, Chris Hatcher
Custom Basketball Hoops - Hoop Dream Studios
Ecommerce Strategy - Jihan Kuri
Ops - Chris Bowerbank
