Situation:

Under Armour’s brand stagnation and lack of relevance with their target audience prompted the need for a design refresh

Brief:

A complete brand design refresh to reignite Under Armour's brand relevance to fully connect with their most important audience, the 16-20 year old Varsity Athletic

Objectives:

To boost brand awareness, brand relevance, and favorability with their target audience

Budget:

Initial project fee, $250k. Subsequent campaign initiatives, $800k

Project scale and volume:

The initial task was a ~200 page design toolkit. But over the course of the past year, the contents of that toolkit have rippled out to influence countless retail and brand campaigns, as well as in Global retail, digital platform design, and social media.

The results of this design system are distributed across countless campaigns, mediums, and platforms. Attribution is challenging, because this isn’t a short-run initiative, but rather a long-term commitment to return to relevance. There were several specific campaigns that our team crafted and deployed, but they only tell a fraction of the overall impact this design system has had on the bottom line, but perhaps equally important on the culture at Under Armour. The swagger returned, as the team proudly rolled out campaign after campaign.