Under Armour Genesis Curry Flow NFT

2021 was the year the ‘metaverse’ was on everyone’s lips. Celebrities were buying jpegs for hundreds of thousands of dollars and companies were rebranding, just to get in the game. But the truth is in 2021 there was no metaverse. Instead there were a series of gaming worlds with no connection or interoperability between them. So when Under Armour tasked us to celebrate the moment that Stephen Curry changed the basketball game for good with his 3 point world record, we decided to change the metaverse for good with the first ever metaverse wearable. Designed to be used across the worlds of Decentraland, Sandbox, Gala Games and Rumble Kong League, we leveraged our partner communities to amplify our drop, driving excitement through Twitter and Discord.

The Genesis Curry Flow was limited to 2974 mints, reflecting Stephen’s world record and minted in 5 distinct rarities.

The metaverse promise of the NFT was delivered via a digital locker transforming the genesis sneaker into the language and graphic architecture of the games, so as players moved from platform to platform they wear the same sneaker but now in the distinct language of the new platform. 1 Sneaker, 4 exciting worlds delivering the 1st and to this day only true metaverse experience, changing the game and the metaverse for good.

AND THE RESULTS? WITH NO MEDIA BUDGET WE ACHIEVED:

1.3 billion impressions
25 million visited the drop site
4.5 million tried to buy the NFT, which sold out in 10 minutes.
Our target of $1million dollars donated to Under Armour’s charities was reached instantly
And with secondary sales now approaching $17 million, that contribution continues to rise.

“Despite all the talk about the ‘metaverse,’ each gaming platform is discreet from each other, with no interoperability or way to cross from one platform to the other. In a sense there was no ‘metaverse’ until the Genesis Curry Flow. ”