U N D E R A R M O U R
RUSH apparel is scientifically proven to improve performance on the court marginally. This… sounds like total advertising snake oil. So, we created a documentary to prove its legitimacy and explore the importance of marginal advantages in sports.
The documentary was directed by Emmy-winning director Gotham Chopra and featured NBA star Steph Curry, Soccer star Kelley O’Hara, and Heavyweight Champion Boxer Anthony Joshua as they pushed for marginal gains before key moments in their careers.
NBA MOBILE
INTEGRATION
To target and educate another part of the audience, we integrated Rush into EA Sports’ NBA mobile game.
Sports games use tangible stats to show players’ skills. So we released in-game Rush versions of superstar players Stephen Curry and Joel Embiid that had their stats increased to reflect the apparel benefit — unlocking the highest numbers ever in the game.
Games played with Rush Curry: 91,000,000+
Games played with Rush Embiid: 74,000,000+
UNDER THE
MICROSCOPE
The documentary and mobile integration was supported by a series of product-centric spots. In just 15 seconds they broke down how Rush enhances performance by showing the apparel’s effect on the body at different magnifications.