72nd Annual NBA All-Star Weekend

Brought on as a senior producer for LOCALS, we managed and produced the fabrication and creative execution of Under Armour’s fan-first pop-up activation at the 72nd Annual NBA All-Star Weekend in Salt Lake City, Utah.

The immersive experience celebrated basketball culture and UA’s All-Star-inspired sneaker releases through multiple custom-built zones, including:

• A merchandise showcase featuring the debut of the ‘Carnival Pack’ collection and Curry Brand footwear highlights like the Curry 2 Retro PE and Curry Flow 10 ‘Double Bang!’

• A customization station where fans added their own carnival-style twist to free UA apparel.

• Interactive basketball skills games inviting fans to test their hoop talents.

• A buzzer-beater photo opp replicating Steph Curry’s iconic shot.

• A branded pop-up locker room installation, complete with custom lockers, athlete easter eggs, and photo moments honoring UA athletes like Bones Hyland and Kelsey Plum.

Partnering closely with fabrication vendors, designers, and agency leads, we managed creative development, buildout, and on-site execution to deliver a high-energy, culturally resonant fan experience.

Credits: Under Armour