Under Armour
Shift Campaign
Scope: Advertising, Creative Direction,
Copywriting, Photography, Videography
Copywriting, Photography, Videography
Marking a pivotal moment in UA’s shift toward lifestyle-meets-performance sneakers, this 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.
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
