Planning & Execution

Thanks to ALIVE, INX is exceptionally honoured to be the FIRST to do a mass consumer sports participation event during Covid-19 regulations. It was a bold but essential move for our client.

The objective of the event is to have a neighbourhood celebration where event participants can gather to celebrate the launch of Under Armour's new launch of #Curry9 "Street Pack" collection in collaboration with Stephen Curry and Sesame Street.

Event participants are primarily teenagers to young working adults/ Families who are all basketball enthusiasts and/or huge fans of Stephen Curry and Sesame Street.

The key challenges we faced are:

• Adhering to the measures of setting up a large-scale event for Consumer Event: Sport & Fitness during Covid-19 regulations. - See next slide for more details


• During that period, INX is the FIRST to set up a large-scale consumer event, and we have no references to follow except to find out ourselves. So liaising with various parties to make this set-up come through can be challenging.


• Setting up a basketball court from scratch for consumer activities.


• Showcasing basketball street-style products display in an interesting creative way.


• How to reach more target audiences in a non-intruding yet creative way?


• Sticking to the client’s budget and brief can be challenging as we want to meet their expectations and exceed them.

Tied to Covid-19 regulation, the product launch has been postponed for several times and after the product is in the market. Unlike usual product launch, Under Armour has to ensure the anticipation and excitement experience in potential audience.

Event held at Singapore Sports Hub, Under Armour had spotted the right target audience to engage at. But for weekdays, it is predicted not much public crowd draw to the site, hence the basketball interactive activity is an excellent way to engage the audience.

INX curate the creative ideation for the basketball interactive activities. It is truly a Singapore neighbourhood celebration where sports lovers gather for fun-packed activities. Event participants can get ready to shoot some hoops, show their basketball skills and get their names on the leaderboard to win exclusive prizes!

They can also get lucky to challenge up-front and close with Under Armour ambassadors. Event participants will also bring home a player card of themselves at the player booth.

INX has transformed and built up a basketball court at OCBC square from scratch for the interactive activities to take place. Our team have also put in place a queue system for event participants in a safe and orderly manner before they enter the court for some games and fun.

Effectiveness / Results

Creating opportunity, access, and equality for youth sports in neighbourhoods is the mission. Having consumers in court during Covid-19 regulations is a luxury. We see them having fun playing basketball games. They also get to challenge Under Armour ambassador, be on the leaderboard and walk away with exclusive prizes. Each of them also takes home a player card gift.
There is nothing more achievable than to see the consumers smile, enjoying and sweat!

The client is happy that we delivered and exceeded their expectations despite all the Covid-19 regulations and postponing the event. They are delighted that MAV could rove around when social distancing is still a thing when we launch the event.

It is all about creating a more inclusive neighbourhood for the love of play. With our unique take on MAV, we can deliver seamlessly to suit the street-style vibe to the actual neighbourhood.