How do you introduce the world to the world’s fastest shoe? Under Armour challenged GPJ Experience Marketing to launch UA SpeedForm Apollo in America’s busiest city, at it’s busiest time, in one of it’s busiest places: New York, Super Bowl weekend, Grand Central Station.
GPJ experts in strategy, creative, planning and production transformed Grand Central Terminal’s Vanderbilt Hall into the Under Armour House of Innovation: 12,500 sq. feet of bold, brash, pure Under Armour. It was the ultimate stage for the ultimate shoe. Four days and 700,000 people later, there was zero doubt that UA SpeedForm Apollo is the world’s fastest shoe, and that GPJ and Under Armour are just getting started.