And1 was the brand to wear in the 90s when it came to basketball, but now they sell in Walmart, and the brand doesn't have the same street cred it used to. This is Under Armour's chance to stake claim on street ball. This idea lead us to think harder about a streeball player to find a human truth. The court that they play at is their court. Just like a family sits in the same church pew or a that coworkers eats at the same lunch table. This dedication to their favorite spot ro eat, sit or play creates a sense of ownership, so what if that owner ship could be real?

 

These two research points is the strategy we used to inspire the app.

 

See the app in action by using this link to invision, here you can click through all of the screens like when using a phone. 

 

 

When you are at a basketball court, the app will give you an option to check in. When you do this, the other players on the court become visible and you can challenge them to a game.

 

 

 

Now as a challenger you can swipe a player from the list along the bottom into the empty spot and the basketball game can begin. 

 

After the game, the users will swipe the winner up to the winners bracket and points will be awarded to the players. 5 pts to each player and additional 10 pts to the winner. 

 

At basketball courts in Baltimore Maryland, Under Armour's home and where the app will launch, signs will be placed reminding players to check in.

This is further supported by print ads placed in sports magazines like ESPN