Genesis Curry Flow

A Simple Frontend Hiding a Hard Backend Problem

The interface looked simple: pay, open the loot box, get your reward. What made that simplicity possible was solving a harder problem before the drop even opened. Custodial wallet infrastructure wasn't mainstream yet, and most of Under Armour's actual audience wasn't crypto native, so we couldn't assume anyone already had a wallet or knew how to get one.

We provided clear instructions ahead of the drop walking buyers through creating their own wallet, since custodial wallet infrastructure wasn't mainstream yet and we couldn't assume any crypto familiarity. Checkout itself ran through a standard credit card. A buyer never had to touch crypto or an exchange to get through the door; the wallet setup was a one time step before the drop, and everything after that felt like a normal purchase.

One Sneaker, Four Visual Languages

The sneaker had to work across four platforms with completely different art styles, and still read as the same object. I designed a locker system that reskins the sneaker's core silhouette into each platform's own visual language as a collector moves between worlds, so it stays recognizable everywhere without looking out of place on any one platform.

Designing for an Audience That Would Do the Marketing

With no dedicated media budget behind the drop, the design had to carry its own distribution. I designed the Locker Room and reveal experience to be inherently shareable, screenshot worthy moments, cross platform bragging rights, and a collection built around a real athletic milestone people already cared about, so that Under Armour's existing gaming and Curry fan communities became the primary amplification engine on Twitter and Discord.