An exclusive pop up show created to bring the sneaker community closer to emerging talent.


Campaign Overview

On May 11th, in New York City, SoundCloud and Under Armour produced an unforgettable experience around the launch of the Threadborne Shift. "Shift The Culture" was created to bring the sneaker community closer to emerging talent and revolutionize the way listeners engage with music all together...right down to where they experience it. When it comes to live music, our core demo has high expectations and lives for those unexpected moments of discovery; so we decided to transform a neighborhood staple into an intimate venue. Astor Place Hairstylists had a vibrant, underground feel, with a diverse crowd that lined up around the block for a chance at entry. SoundCloud allowed in 100-150 attendees at a given time. +1000 RSVPs were received in total.

SoundCloud designed and oversaw the set-up/breakdown, DJ booth & performance stage, on-site event posters, social posts, custom snapchat filter, artist & staff badges, guest list attendee wristbands, bartender & catering. Goldlink, Reese LeFlare, and Take a Daytrip set the vibe and provided amazing energy in front of a packed house. All artists wore UA Threadborne Shift sneakers during the event. SoundCloud captured and distributed (2) videos on platform including a pre-show teaser ft. Goldlink, the Threadborne Shift :30 sec promo spot, and post-show ‘Shift The Culture’ experience recap.



Brand Strategy, Communications Strategy, Copywriting, Art Direction