The UAction website has a similar layout to the current Under Armour home page. As shown in the mockup, it features bold graphics and bold colors that relate to each one of the major action sports: snowboarding, skiing, surfing, skateboarding, and BMX.
The main window would rotate news about UAction itself, i.e. new products, brand updates; promotions for the two interactive elements of the campaignl and updates on festivals and events where UAction can be found.
Our research showed that blogging, video posts, and music are very important outlets for members of the action sports community. The two major interactive elements of the UAction campaign are, therefore, a video blog and music downloads. These features will be called UAction Clips and UAction Sounds, and they will be hosted directly on UAction.com.
This ad specifically appeals to the BMX community. It was designed at 600x275, about the size of the large banners on the youtube.com home page, and we intended for it to run in such places. The BMX biker is animated and can be seen jumping across the ad and landing the jump. As the biker progresses, the logo alternates between the original Under Armour logo and our concept for the UAction logo (a sub-brand). The headline also alternates between "I will" and "Impress" to further link the two brands.
The second image is our 150x525 vertical ad, which promotes an interactive, User-Generated Content component of our campaign. Based on research results, we suggested asking action sport athletes interact with the brand through a video-posting community hosted on the UAction website. This ad asks consumers to "Show us how you Inspire/Initiate/Impress/Innovate/Innvigorate" as images of action sports and the UAction logo flash across the video camera's LCD screen.
The third and final web ad is intended to simply show off the new line of apparel. This ad highlights a wetsuit which we conceptualized and designed, but UAction would actually produce with actual product and models. Consumers are asked to interact further with the new line by visiting the website
