50 Flight Fight | Under Armour | Work
50 Flight Fight
Under Armour sought a highly disruptive, grassroots experience to drive buzz and awareness surrounding the grand opening of their Boston Brand House in the Prudential Center. The activation needed to capture the city’s imagination with an immersive spectacle that was rooted in the shared values of the brand and the city of Boston.
Driving traffic to the store meant driving awareness of the store. Therefore, the spectacle had to be participatory and make the athletes of Boston want to engage in what we created. Beyond the physical, the launch needed to drive social conversation and PR coverage that echoed into the following days and weeks after the opening, making Under Armour a landmark in Boston for years to come.
We started with a strategy that aligned the brand and the city. We identified traits they both have in common: tenacious, perseverant, challenger, underdog, fighter. Then, we created an event that put those shared beliefs front and center to launch the Boston Brand House. The Fifty Flight Fight announced to the City of Boston: “We see you. We respect you. We are you.”
To deliver an engaging consumer experience that maximized in-store foot traffic, we took over the Prudential Tower and created the most challenging stair climb race in the city’s history. On the same day as the store’s grand opening, the Brand House became the starting line for 2,000 participants to climb 50 flights of stairs to the top of the building. The mall’s interior became a “warm up track” and cheering section for participants.
To engage the local community and connect with Under Armour’s “Freedom” initiative, the brand invited members of Boston Fire Department & Boston Police Department to participate for a chance to win a donation to improve their fitness facilities.
The day ended with two final showdown races to determine two winners: the fastest climber overall, and the fastest between Boston Fire & Boston PD. As the culminating moment, the winner of the First Responder showdown race (Boston Fire!) was projected onto the exterior of the Prudential Center for all of Boston to see, a beacon shining across in the city’s night skyline.
With 775 MM+ social impressions, the race let Boston athletes know that Under Armour is their kindred spirit, constantly seeking to be the most relentless competitors in the world – and invited them to make the UA Boston Brand House, their House.