To pay tribute to Stephen Curry's 10th season in Oakland, before the Golden State Warriors move to their new home in San Francisco, Under Armour created twelve unique Curry 6 basketball shoe colorways, each themed to highlight aspects of SC’s time in The Town, Oakland’s culture and fostering community involvement. Early release of the epic collection centered around a pop-up store — SC30xOakland — in downtown Oakland.
Teaming with 160over90 Atlanta, I was design lead in creating immersive and hyper-local branded experiences, completely transforming the look and function of the space for each Curry 6 colorway drop.
The SC30xOAKLAND pop-up was honored with two awards at the Retail Institute's 48th Design Award & Store of the Year Gala: Overall Design of a Pop-Up Store and Innovation Around Social Causes & Community Connection.
Colorway: DUB NATION, it’s the nickname Golden State Warriors fans call themselves. Window and wall illustrations are by local artists. Custom activities focus on Dub Nation culture and Stephen Curry's signature game shots.
Colorway: SPLASH 30, celebrates Stephen Curry's birthday with a custom game room, photo ops and lots of balloons.
Colorway: INTERNATIONAL BLVD, draws on the cultural diversity seen on International Boulevard in Oakland. We created an indoor photographic scavenger hunt featuring images from cultural landmarks all along the boulevard.
Colorway: THANK YOU OAKLAND, shows gratitude from Stephen Curry and the Golden State Warriors to the city they called home for 10 years. This installation coincided with the NBA Playoffs so activities included a wall-sized Playoffs bracket, live feed viewing stations and photo ops for fans.
