Berlin Cameron: Under Armour's Genesis Curry Flow

Under Armour wanted to celebrate the three-point world record of their star basketball player, Stephen Curry, so they got Berlin Cameron into the game.

2021 was the year the metaverse was on everyone’s lips, so the agency decided to create the very first metaverse wearable: the ‘Genesis Curry Flow’ sneaker.

The Genesis Curry Flow was released in a limited edition of 2,974 NFTs, reflecting Stephen’s world record, and minted in five distinct rarities, each reflecting part of the narrative of his amazing accomplishment.

The Genesis NFT came with a locker where gaming platforms Decentraland, Sandbox, Gala Games and Rumble Kong League were able to drop their version of the NFT expressed in the design language of each game. This meant that for the very first time gamers were able to move through the metaverse wearing the same sneaker.

The NFTs sold out in minutes, and the goal to raise $1 million for Under Armour’s charities was reached instantly.

One sneaker, four exciting worlds – changing the game and the metaverse for good.

The campaign achieved 25million visits to the drop site with 4.5 million people trying to buy the NFT, which sold out in 10 minutes.