2 Days and $30K in Sales | Under Armour Pop Up Shop with The Pineapple

Here at MVP, know the power of custom event signage, but it's just one piece of a big marketing picture when it comes to brand activations. Take a look at how experiential marketing agencies help cover all the bases in bringing your vision to life. This case study was originally published on The Pineapple Agency's website: https://wearepineapple.co/curry-pop-up/

The Setup

On May 28th, 2018, The Golden State Warriors beat the Houston Rockets and made their way into the NBA Championship against the Cleveland Cavaliers. With Steph Curry shining on the national stage, Under Armour saw a perfect opportunity to drop a limited edition line of Curry 5 shoes. However, they didn't want a predictable, run-of-the-mill sneaker drop. They wanted something special - something timely and something to wow Warriors fans.

Strategic Approach

The Pineapple Agency and RED Interactive decided to team up to build a pop-up retail experience that would premiere during the Warrior parade in Oakland, California. The pop-up needed to be in market 2 days after the Warriors won the finals. If the Warriors swept the series, this meant The Pineapple Agency would have just 12 days to secure and transform a location into a pop-up shop.

The Warriors swept the finals and The Pineapple Agency jumped into production turning a construction zone into a retail store. The shop would only stay open two days to provide the feeling of true exclusivity.

Execution

The Pineapple Agency immediately scouted locations in downtown Oakland, CA and secured a 5,000 sq. ft retail space right along the Warriors parade route. They designed the concept from the inside out - putting up walls, putting down flooring, sourcing furniture, installing retail displays, covering walls in graphics and even putting a custom Under Armour basketball court in the center of the space. They completed the space with a 30-foot LED wall playing custom motion graphics, and a VR experience.

The store opened right on time, on the day of the parade with a line of hundreds of people waiting to get their hands on the limited edition shoes.

Results

2 days in market
Over 2,000 attendees
$30,000 of merchandise sold
Hundreds of thousands of social impressions

The Pineapple Agency is an experiential marketing agency based out of Denver, Colorado and specializes in all types of marketing services from trade shows, pop-up shops, digital & social media, and more.