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Under Armour Builds Virtual World to Celebrate Stephen Curry’s 3rd NBA World Championship

Enter Steph VR.

While Stephen Curry and his Golden State Warriors teammates were triumphantly laying it down on the court during the 2018 NBA Finals, a team of digital artists were feverishly at work in anticipation of the team winning their third championship in the past four years.

With the Warriors having swept the NBA Finals in just four games, Under Armour is revealing their latest celebration of Curry’s third ring with an immersive Steph VR experience and live pop-up event in Oakland set to launch over the coming days.

The Steph VR 360° VR experience brings the NBA series victory to life with a fusion of art, music, and technology—following the creative aesthetic and story behind Under Armour’s #WiredDifferent Curry 5 campaign.

The short music pumping experience was sculpted and painted in VR using Tilt Brush. VR artists George Peaslee and VR cinematic artist Danny Bittman spent over 300 hours in a VR headset to bring the 150 colors and thousands of brush strokes to life.

On top of the cinematic 360° VR experience, Under Armour has also been releasing a slew of behind-the-scenes mixed reality content on social that captures Peaslee intricately painting versions of Curry in VR. Highlighting the creation from start to finish, the social vides give fans even more ways to celebrate this week in a VR headset or on their mobile device.

Want to celebrate in person? During the Warriors Parade, Under Armour is launching a pop-up event in Oakland along the parade route at 1500 Broadway where you can experience the piece in a VR gallery via Samsung Gear VR powered by Oculus. The pop-up shop will also showcase merchandise, including exclusive Curry 5 colorways, World Championship t-shirts and unique fan experiences.

Developed in collaboration with creative digital agency RED and immersive media company VRScout, Steph VR is available to experience from anywhere on YouTube and Facebook.

“If we were truly to deliver on this premise of inviting people into Stephen’s full-blown Operating System, there was really only one way to do it— as a truly 360-degree experience that transported visitors into an alternate dimension,” said Roni Sebastian, Executive Creative Director at RED. “Nothing we could have built physically could compare to the world-building we were able to make through virtual reality, using emerging technology—and incredible artists—to craft a portal into the story in a multi-sensory way.”

About the Scout

Jonathan Nafarrete

Jonathan Nafarrete is the co-founder and editor-in-chief of VRScout.

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