Under Armour
Slingflex Rise Campaign
Scope: Advertising, Creative Direction,
Copywriting, Photography, Videography
Copywriting, Photography, Videography
The UA Slingflex Rise was designed for the style leaders of every run crew. Its heightened silhouette, single-piece upper, and Charged Cushioning allow it to exist at the intersection of performance and culture. The name ‘RISE’ represents the runner who endures early mornings hitting the road and the fashion-forward athlete bringing newness to the space. Tall condensed typography, airborne compositions, and dynamic animations visually represented the spirit of the shoe. Through this, ‘RISE’ became more than an action—it became the acronym ‘Run Inspired Street Equipped.’
Concept
The idea of the ‘rise’ became a central theme for this campaign. This went beyond the name of the shoe but into every other aspect of the story. Rise represents the runner who endures countless early mornings hitting the road and the fashion-forward athlete who continually brings newness to the space. Tall condensed typography, upward airborne compositions and motion, and long shadows visually alluded to the concept of ‘rise.’ Through this visual direction, ‘rise’ became more than a simple motion—it came to represent the acronym ‘Run Inspired Street Equipped.’
