Soul Focus co-partnered with IMG Live to create the first ever Under Armour HOVR Trial Tour. One of the world’s largest sports brands released a new suite of high end running shoes and needed an authentic voice to help bring them to runners. Through close work with numerous retail partners, running clubs and organizations, and event relationships Under Armour generated awareness, drove product consideration through trials, and inspired conversion through promotions for purchasing UA footwear. This Trial Tour has developed into new relationships and programs supporting retailers at the store level with product knowledge, event activations, and overall account support.