Under Armour

Led Creative Direction + Campaign Strategy - AR/XR Launch Co-Developed via Congruent Space | Powered by Snapchat Under Armour’s Forge 96 re-release—transforming a sneaker drop into a citywide activation. A real-world movement AR/XR unlock digital art tied to Pop-up performances, street murals, and youth collabs. The campaign’s success went viral as Kanye West was spotted wearing the Forge 96, validating its cultural impact and signaling a new era for UA relevance .

Credits

Creative Director:

Blake EDWARDS

Creative Strategist:

Blake EDWARDS

Experiential Producer:

Blake EDWARDS

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