UNDER ARMOUR — FORGE 96 (Campaign / Product launch)

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 .