Under Armour
Curry Tour 2025
Designed a WeChat-native campaign experience that turned a global Curry message into local Gen Z participation.
Constraints
Pain point 01
High friction
Local disconnect
The global message lacked emotional relevance for Chinese Gen Z.
Pain point 02
Hard constraint
WeChat constraint
Every action had to work inside the Mini Program ecosystem.
Target user
Passive brand message
Fans needed participation, not another campaign page.
Design constraint
Interaction over information
Make the campaign felt through action, not explanation.
"Global message. Local walls."
The campaign needed more than translation.It had to work inside WeChat’s closed ecosystem and feel relevant to Chinese Gen Z basketball fans.
Design approach
01
Make participation visible
Show the user’s name, contribution, and next action on entry.
Personalized landing + live point display→Instant sense of progress
02
Turn rewards into momentum
Connect contribution progress to basketball-themed rewards.
Live reward counter + Currycon ticket loop→Donation becomes a brand experience
03
Replace clicks with action
Design donation as a throw gesture, not a form.
Shoot interaction + animation→Passive click becomes emotional commitment
User journey
Phase 01
Personalized landing
Shows the user’s name and contribution
→ Makes participation feel personal
→ Makes participation feel personal
Phase 02
Campaign list
Uses visual storytelling
→ Makes the cause feel clear
→ Makes the cause feel clear
Phase 03
Donation interaction
Turns donation into a throw
→ Makes participation active
→ Makes participation active
Phase 04
Curry Auction & Product Launch
Features limited drops and 3D products
→ Builds desire and drives conversion
→ Builds desire and drives conversion
Impact
Local
Reframed a global campaign for Chinese Gen Z.
Loop
Connected donation, reward, and product inside WeChat.
Reuse
Created a channel strategy for future UA campaigns.