Under Armour was ready to launch HOVR, a new, ground-breaking footwear cushioning unlike anything currently available. We helped them clearly explain an experience that even the most hardcore runners had never felt before. The strategy elevated feeling over function by stressing HOVR’s unique experiential benefits over its material “nuts and bolts” anchoring the launch with the intriguing positioning statement — HOVR Lifts You Up.

Finally, the launch was brought to full-fledged life with a pair of highly engaging, hands-on unboxing experiences; a shoe-caressing foam module in a metallic sheath that expanded to release these first edition HOVR Phantom running shoes, and a spring-loaded, press-to-open capsule designed to float the shoes upward with a simple effortless touch.