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"Successful activewear brands do more than sell a product, they promote a lifestyle and have a strong & recognizable DNA."
- Yves Hanania
For my account planning course, we were told to select a brand, identify its problem and create a campaign that would increase sales.
After conducting in-depth interviews, researching UA's target market and studying the active-wear industry I was able to create a whole new brand image for Under Armour.
Anchor 1
Concept: The UA Curry 9
ULTIMATE ARMOUR
Anchor 2
" TO MAKE ALL ATHLETES BETTER "
Achieving your goal. Exceeding expectations.
Succeeding at what you love.
The dash that is never touched by the zig-zag track, represents the WILL to never stop.
The beginning of an athlete's journey.
The hard work.
The dedication.
The tears and bloodshed while working towards your goal.
Anchor 3
" The idea was to make UA a brand that identifies with its target audience "
With this rebrand, Ultimate Armour will encourage athletes across the world to enjoy life and all of its ups and downs, rather than focusing on the destination.
As Greg Anderson once said, "Joy is not found in finishing an activity, but in doing it."
The journey to success is never a straight line.
Under Armour's mission has always been to "make all athletes better." UA will position its brand to support the lifestyle of their consumers by evolving their products to fit the needs of today's active consumer. Todays activewear has shifted towards athleisure & street wear design.
Whether you're on or off the field, athletes need support with the ups and downs in their lives. Nike has the Swoosh, Adidas can keep the three stripes. Now Under Armour can revolutionize their designs on shoes, pants, head wear etc. with the simple use of the relatable zig-zag line.
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Concept: UA Streetwear
Concept: UA Athleisure
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