“At Under Armour, our currency is product, and our voice is amazing story articulated through powerful imagery and film WHERE we bring our brand to life.”
Kevin Plank
Under Armour President and CEO
Cascading the MAIN Story
01. Featuring Amazing Product
Owning and elevating our Womens and Football product.
02. Product Story
Connecting female athletes with product through authentic Team Sports Athlete’s storytelling.
03. Compelling Retail
Engage the consumer by bringing the campaign’s energy to our ecommerce and retail environments.
04. Digital Experience & Brand Building
Dynamically connecting with digital culture through trending and relevant partners.
Under Armour hosted 230 young athletes in our annual UA Next All-America Week . Nearly 170 top high school football players, 24 standout female flag football athletes, and 28 elite female volleyball players outfitted in an exclusive UA collection met in Florida to compete in high-level practices and games.
This year’s competition and collection, paid homage to UA’s 30th anniversary, honoring our roots with a “Roses to Pearls” theme. Roses to Pearls were woven through every detail, including the brand’s best-selling sportswear, innovative performance apparel, and game day uniforms.
- Tik Tok
- Livestream
beyond the main story...
From collaborations to comebacks, we're telling the story of our athletes and products through visually compelling and equally inspiring campaigns.
UA X Mansory Collaboration
Luxury auto precision meets sports innovation in this collection. A campaign and collaboration starting in EMEA and branching into the Americas with Justin Jefferson .
Lindsey Vonn’s Legacy
UA’s first female athlete and 20-year partner comes back to skiing with a story of a lifetime.
Gunna WunnaRun
Sport meets culture with @WUNNARUN. Cultural influencer, Gunna, leans into UA Halo collection to host community impact runs.
Unapologetic by Design
Our EMEA based campaign built for the female athletes who do it all and make it look easy.
PRODUCT DESIGN LANGUAGE
The next evolution of UA Product design– with our logo at the foundation of all we design. Clean seam lines mirroring our logo in footwear, legacy products and base layer. Creating immediately recognizable product with consistent language. Cohesive colorways across lines. When the consumer sees our product –they’ll know who built it.
ARC96
HEATGEAR ELITE MOCK SS & HEATGEAR ELITE LEGGING
HB-LO, UNSTOPPABLE AIRVENT PANT, SPORT UTILITY MESH BOMBER, UA HEAVY WEIGHT ARMOUR LABEL SS, SPORT UTILITY HOODIE
MERIDIAN SUEDE EFFECT FILL ZIP MERIDIAN SUEDE EFFECT ANKLE LEGGING & NOVA SLIPSPEED
HEATGEAR ELITE COMPRESSION LONG SLEEVE
HB-LO
HEATGEAR COMPRESSION SS
ARC96
