Under Armour Activate Runs: A Night of Competition and Culture

by Virgilio Legisma Jr.

When sports, culture, and content come together seamlessly, the result is more than just an event — it becomes a movement. This is exactly what Kings of the Court PH (KOTC) delivered through the Under Armour Activate Runs.

The event was a high-impact basketball activation designed to sustain brand momentum and deeply engage the local hoops community.

A Concept Built for Modern Brand Engagement

Activate Runs was created as a sustaining campaign, not a one-off event. The goal was clear: support the ongoing launch and sales of the Under Armour Fox2 and other signature basketball shoes, while creating culturally relevant moments that players, creators, and fans would naturally amplify.

KOTC executed this through a Private Runs tournament format, bringing together:

  • Brand ambassadors
  • Influencers and athletes

  • Music artists and content creators

This intentional mix ensured that competition, lifestyle, and storytelling lived in the same space.

Event Execution That Felt Premium — and Intentional

Held on October 24, 2025 at Activate Hoop Arena in Mandaluyong City, the event welcomed 80+ curated guests, participants, and media, creating an exclusive yet energetic atmosphere.

The tournament format was designed for pace and excitement:

  • 4 teams, single round-robin
  • Top 2 teams advancing to the finals
  • Short-format games (15 minutes or race to 30)

Beyond the games, KOTC layered the experience with:

  • Event DJ and hypeman
  • Cocktails, food, and specialty coffee
  • Side games and skills challenges

  • Shoe raffles and prizes

Every element was built to keep guests engaged — on and off the court.

Content-First by Design

From the outset, Activate Runs was engineered to be content-driven. KOTC worked closely with media partners and creators to ensure that every moment — from draft selections to clutch plays — was captured and distributed across platforms.

The results speak for themselves:

  • 10.3 million total content views across platforms
  • 103,000+ engagements (likes, comments, shares)
  • 60+ organic posts from guests and media
  • Viral moments across Facebook, Instagram, and TikTok

Several individual clips surpassed 2 million views, reinforcing the strength of KOTC’s content and creator strategy.

Why Activate Runs Worked

What made Activate Runs successful wasn’t scale — it was precision.

KOTC focused on:

  • The right people, not just more people
  • Authentic competition instead of forced promotions
  • Experiences worth sharing, not just branding placements

By embedding the product organically into gameplay, storytelling, and lifestyle moments, Under Armour achieved visibility that felt earned, not advertised.

KOTC: Where Competition Meets Culture

Activate Runs is a clear example of how Kings of the Court PH approaches brand activations differently. KOTC doesn’t simply organize games — it builds experiences that move communities, generate measurable results, and elevate brand perception.

From concept development and tournament execution to content strategy and media amplification, KOTC delivered an activation that continues to resonate well beyond event day.

Want to create a sports activation that delivers real impact?

📩 Partner with Kings of the Court PH
Let’s build experiences where competition meets culture.

Event inquiries & partnerships
📞 0915 457 5336
📧 info@kingsofthecourt.ph

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