Under Armour x UCLA Partnership Launch

A takeover of Venice Beach to celebrate the largest shoe and apparel sponsorship in college sports history.

Goal: Under Armour challenged us with taking the largest shoe and apparel sponsorship in college sports history and launching it for them in a big way.

Christi and the team at 160over90 orchestrated a Venice Beach takeover for a full day celebrating Under Armour innovation, UCLA athletics, and the eclectic culture of the location.

The iconic basketball courts were transformed to recreate the feel of UCLA’s Pauley Pavilion, where we hosted the UCLA men’s and women’s basketball teams, a 3-on-3 Battle of the Boardwalk tournament, a performance by Ty Dolla $ign, yoga sessions on the court, live graffiti art, and Under Armour retail popup shops.

Results: Under Armour drew cross-cultural media attention and LA area influencers drove awareness, with millions of impressions.

Group Director: Christi De Ved

Agency: 160over90