Under Armour FW17 Campaign
Under Armour 
FW17 Lifestyle Campaign

Scope: Advertising, Creative Direction,
Copywriting, Photography, Videography

Marking a pivotal moment in UA’s shift toward lifestyle-meets-performance sneakers, the Fall/Winter ’17 lifestyle release required an alternative approach to the brand’s traditional campaigns. The challenge was to channel their existing performance DNA in a way that felt authentic in this crossover space. The strategy needed to encompass messaging and visuals that would create new energy and breakthrough the cynics.

Concept

We drew inspiration from the unique look of the marquee sneaker's mid-arch support. Its perforated accents are visually reminiscent of stadium lights and scoreboards, as well as materials found in urban environments. This look served as a visual thread connecting UA’s performance DNA, the lifestyle component, and the shoes.


FW17 as a System

A cohesive system of icons, textures, and messaging was developed for each sneaker based off its unique characteristics. All of the messaging featured an ‘Un’ prefix, which phonetically called back to Under Armour and served as a subtle nod to pivotal turning points in sport and culture.

Campaign Copywriting
Digital Application
Under Armour FW17 Campaign
412
7008
19
Published:

Under Armour FW17 Campaign

Marking a pivotal moment in UA’s shift toward lifestyle-meets-performance sneakers, the Fall/Winter ’17 lifestyle release required an alternative Read More
412
7008
19
Published:

Tools