HALO Launch
We transformed Under Armour's HALO collection launch into a content-generating machine. An immersive brand activation where every surface, every light, every angle was designed for one thing: to look incredible on camera and drive organic conversation.
“We didn't want to just do a launch, we wanted to create a cultural moment. Not just a product reveal. A statement.”
Overview
Under Armour came to us with a challenge: launch HALO, their most innovative collection, in a way that would cut through the noise and resonate with a new generation of athletes.
We made one thing clear from the start: we didn't want to just do a launch. We wanted to create a cultural moment.
Not just a product reveal. A statement.
Execution
CONTENT-FIRST DESIGN
We flipped the traditional event model. Instead of designing a space and then figuring out content, we started with the feed. What would make someone stop scrolling? What would make an influencer post without being asked?
Every decision (lighting angles, LED placements, spatial flow) was made with one question: Will this look incredible on camera?
Results
+15M
Total reach
+50
Media outlets
3X
Engagement
98%
Positive sentiment
+40%
Purchase intent
+30%
E-com traffic
#1
Top of Mind
Influencer content
50+ creators attended and shared authentic moments. No shot lists, no direction, just an environment designed to make great content inevitable.
Cata RozasThe launch on film
The spots and content compilations the creators shot during HALO.
Under Armour / Forus
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