I conceived the concept to evoke the exhilarating moment of stepping out of a stadium tunnel, infused with anticipation and excitement—a tribute to the dedication and hard work that propel athletes onto the field. Guiding the project, I designed an enclosed truss structure adorned with striking photos of UA Athletes and orchestrated the exclusive audio cut from the "Only Way is Through" campaign, complemented by a dynamic light show. To heighten the excitement, exclusive exercise shirts were also given out to attendees.The project was a major hit, delivering outstanding results for Under Armour with a remarkable 73% conversion rate among attendees of the store opening.

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