Under Armour’s Smile4Gold pop-up led to fever buzz in the Bay Area and an immediate sell-through online.

To launch the Curry 4 shoes and celebrate Steph Curry’s championship ring, Movement Strategy and Under Armour took over the Bay Area’s most famous jewelry store.

Published On
Jul 30, 2019


To build buzz around Under Armour’s much-anticipated Curry 4 sneaker release and create significant demand around its global launch, we looked to create an experience leading into the start of the NBA season and give fans their own taste of Ring Night–which Stephen Curry and the NBA Champions, the Golden State Warriors, would be celebrating just days later.

Playing off of the name More Rings, the official name of the first Curry 4 colorway, Movement Strategy created an immersive pop-up named Smile4Gold within the Bay Area’s most sought-after jewelry store, creating a weekend-long experience guaranteed to fill the Instagram feed of sneakerheads, influencers and fans alike.

Our PR team made sure there was a ton of press around the event and the drop, helping to secure press in relevant sneaker outlets including Nice Kicks, Sneaker News, Sole Collector and Kicks On Fire.

Across social media the event generated over 5,000 social media posts and 56 million impressions.

All of this buzz led to the More Rings Championship Pack immediately selling out! The same day, the sneakers were being resold on eBay at premium prices, further positioning the Curry 4s as a premium, highly sought after release.