Our main focus with both NewKino and its parent company Luna Market was the launch of the Curry Genesis Flow, a wearable digital sneaker created in partnership with Steph Curry and Under Armour. The sneaker was available on various gaming platforms ranging from The Sandbox to Decentraland, and proved to be especially ground-breaking due to the its utility — for the first time ever, gamers had the ability to wear different variations of the shoe while playing, and this was something that collectors were very excited about. 

The project was in collaboration with Under Armour, Stephen Curry, and Berlin Cameron, and was launched in tandem with Stephen Curry beating the NBA all-time-3-point record in December 2021. A total of 2,974 sneakers were made available for $333 to reflect Curry’s record. All funds were donated to charities selected by Curry himself. 

Our team managed to acquire an exclusive interview with Input Magazine for the founders of NewKino/Luna Market. In addition to the exclusive, they were also covered in Business Insider, Ad Age, and Hypebeast. Our PR team worked in tandem with the PR team at Under Armour as well as Berlin Cameron’s team to ensure that all media bases were covered. 

In addition to securing strong press hits, managing relationships with media, and mitigating PR crises, the NASTY/CREATIVE team hosted media training workshops and a crisis management workshops for the NewKino founders to ensure that their team was prepared for most scenarios, whether it’s an awkward interview or a company crisis.