Warner Bros. Interactive Entertainment has been a major player in the game industry, with their incredible Batman titles, the long-running series of LEGO games, and, of course, the visceral fighting game series, Mortal Kombat. Under Armour is relatively new to the athletic apparel market, but there is no doubt their aggressive and innovative designs have pushed their industry forward. We partnered together Warner Bros. and Under Armour for a series of collaborations to celebrate the launch of Mortal Kombat 11.
The partnership started with the creation of the Under Armour Mortal Kombat II Anatomix Spawn sneakers. MK Collective ambassador Mache Customs created six custom hand-drawn pairs of shoes featuring Scorpion, Sub-Zero, and other characters from the Mortal Kombat universe. The shoes were initially revealed at MK Day in Los Angeles, an event announcing the development and upcoming launch of Mortal Kombat 11.
Under Armour’s collaboration with Warner Bros. continued with a unique placement opportunity. One of Mortal Kombat’s biggest fans is Dennis Smith Jr., an NBA superstar and point guard for the New York Knicks. Our marketing teams collaborated with Smith Jr. to create a new version of the Under Armour Mortal Kombat sneaker set, the Under Armour Anatomix Spawn MK11 Sub-Zero Colorway. These shoes were presented to and worn by Smith Jr., his personalized shoes showcasing his favorite character, Sub-Zero.
We finished the long-running activation with a pop-up experience at trendy Los Angeles apparel shop, Bait. The store featured exclusive purchasable apparel, including a limited number of Under Armour Mortal Kombat 11 Anatomix Spawn sneakers, surrounded by art and other elements taken directly from Mortal Kombat. Mortal Kombat’s biggest fan, Smith Jr., even stopped by to check out the experience.