UNDER ARMOUR

After taking a step back to acknowledge and combat an identity crisis, Under Armour was rebounding back to growth. We developed a new social strategy that reinserted the brand at the intersection of sport and culture while tapping into the Gen Z social audience that they struggled to capture. In an era where being a successful athlete no longer meant only being an MVP on the field, we shifted the brand’s priorities from focusing only on performance to showing an athlete’s life both on AND off the field. Our creative platform, Decoding the Athlete, informed content across all Under Armour channels and even brand communications outside of social.

Work consisted of a global brand playbook, six individual sport channel playbooks, an influencer playbook and various seasonal social activations across multiple sub channels.