To celebrate Stephen Curry’s 10th year in the league, and the final year the Golden State Warriors would play their home games in Oakland, Under Armour opened a one-of-a-kind pop-up store in downtown Oakland. Every single detail of the store was curated with storytelling and experiences around Stephen and his connection to the city.
The design aesthetic of the shop and all environmental branding took inspiration from the iconic tree logo of Oakland. This artwork was integrated into the exterior façade, floor graphics, lockers and signage. Local artist “Illuminaries” painted murals in the store which integrated the “10 In The Town” logo and key phrases that have driven Curry to achieve. Wood planks cladding the cashwrap, footwear walls and floor fixtures were reclaimed from the Bay Bridge, an icon to the town and the Warriors.
The back of the space was used for events and activities for the community, including engaging with Oakland kids to customize shoes, holding photography classes and sponsoring basketball coaching sessions.
Over the course of the six months, the store was updated frequently with new activations designated for every Curry 6 colorway. With each colorway’s launch the store’s LEDs, basketball designs, footwear wall graphics and storefront windows would change, highlighting the new story. The next colorway launch was then teased with a locker and a date, enticing visitors to come back on those specific dates. At the end of the six months all 10 locker doors were opened to reveal the full display.
Brian Boring (vice president, creative director); Sean Flanagan, Alex Bardoff (creative directors); Jeff Dudero (design director); Josh Sadowsky (copywriter); Stephen Akerblom (store design); Nicolette Cornelius, Evan Patrick (designers); Jay Michelfelder, Alex Aguiar (photography); Vicki Eyland (visual merchandising)
2,600 sq ft
Under Armour: Justin Brown, Christiana DiMattesa, Alex Zeidler, Nick Hood, Jessica Pezzolla, Sarah Wexler, Justin Laskey, Todd Parks, Matt Kahle, Kristen Slater, Thurman Reynolds, Paul Matthews
Chandler (construction), SEG (specialty fabrication), Illuminaries (artist)