Narrative Marketing

Under Armour #ChefCurry

Mobile Media Campaign

Narrative Marketing teamed up with Roaming Hunger to promote Under Armour’s newest sneaker, Curry 1, designed by renowned basketball player Stephen Curry. The promotion incorporated a custom-designed menu by a locally renowned culinary guru, whose creations were inspired by Curry’s favorite cuisines. The truck made appearances at local New York City hotspots, and participated in a highly publicized media event at Foot Locker. The promotion utilized the hashtag #ChefCurry so fans could document its journey throughout the city, and even featured Stephen Curry in person, who posed for photos and interacted with fans.


3K Social Media Engagements

176k+ Impressions

Menu Development