Last week, Under Armour @UnderArmour held a 3-day product line launch event at Shanghai’s Global Harbour. To promote the product line’s “hate gravity” tagline, the event featured an assortment of gravity-defying interactive experiences including trampoline basketball and a skydive wind tunnel simulator. Under Armour invited a wide assortment of photography, fashion, sports, and music KOLs like @赖蒙lemon, @ZY喜哥, @OneFit陈蕴jordan, and @李大奔 to share the event online. Also, KOLs @赖蒙lemon and @ZY喜哥 collaborated to produce the brand’s official promo videos. The campaign’s Weibo hashtags #UAHOVR# and #怼上地心引力# has tracked over 50M impressions. Under Armour’s brand mentions on WeChat increased 356% during the event.