Two time MVP and 2015 NBA champion, Steph Curry has played a vital part in Under Armour's brand success. According to Morgan Stanley, his signature shoe partnership with them is bigger than Kobe Bryant, LeBron James and many other players. The launch of the 3rd collaborative shoe, the Curry 3 garnered global attention and was celebrated with a 2000 person event in San Francisco.
#CurryOps was the execution realized out of the Curry 3 shoe opportunity. It hosted two regulation sized basketball courts featuring 3-on-3 games with high ranking players from local Oakland High Schools. Surrounding the tournament, were various engagements for fans including favorite local food trucks, a pop up barber shop featuring notable local barbers offering trims and designs, a 360 photo booth, and a mobile store where fans could exclusively get the new merchandise. Local KMEL Radio DJ Knuckles and morning show host DC hosted the event, with the day culminating in a surprise visit by Steph Curry himself to present the tournament winner with their trophy, and along with him he brought French Montana for a surprise performance - right on the court with the players.
As the Executive Producer, Katie was responsible for complete oversight of all components of the event including local promotion and marketing, technology and audio/visual components, location scouting and management, staffing, security and food and beverage. Katie and her experiential team executed the fabrication and design of the footprint based on the creative design, created the event run of show, managed talent and managed the build of two pop up regulation sized basketball courts to transform the venue into a tournament ready space surrounded by various points of engagement for attendees.