Under Armour C1N Launch

Launch Cam Newton’s footwear line with Under Armour in his hometown of Atlanta.

Goal: Our task was to help Armour officially launch the ‘C1N,’ a shoe that combined the swagger and performance of the one athlete who has it all to pull it off: Cam Newton.

Under Armour and Cam descended on Atlanta to launch the C1N with “C1NIVAL,” a day full of events in Cam’s hometown, catering to kids and people of all ages, including surprise performance by 2Chainz.

Results: An epic success, C1N was launched with the swagger expected by sneakerheads. C1NIVAL generated excitement about the shoe’s release, and gave Cam a chance to give back to his community through the Boys & Girls Club. Over 101 million impressions made across all channels.

Group Director: Christi De Ved

Agency: 160over90