CURRY FOX1 LAUNCH • IDENTITY & BRAND CAMPAIGN

Teamed up with Curry Brand / Under Armour to help with the campaign for the launch of the first signature sneaker of De’Aaron Fox. The Fox 1.

The Fox 1 launch began with a single, undeniable truth about De’Aaron Fox. He’s Fast. So fast, it’s scary. That insight became the foundation for the Brand campaign: “Speed That Scares.”

We built a full campaign and brand system around that idea. Translating that visceral sense of motion into a full campaign. Typography that blurs past, photography that bends reality, and film treatments that capture the chaos of chasing someone too fast to catch.

First drop sold out within two weeks. Fast.