UNDER ARMOUR ATHLETE RECOVERY
WHAT HAPPENS AFTER THE CROWDS GO HOME
You train. You play. You recover. In today’s game, there’s never a time when an athlete isn’t an athlete. That's why Under Armour engineered an exclusive line of technical gear to help every athlete stay primed after the final buzzer.
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BRAND POSITIONING
CAMPAIGN
IDENTITY SYSTEM
ART DIRECTION
PHOTOGRAPHY
VIDEO
WEBSITE DESIGN & COPY
PRINT COLLATERAL
PACKAGING
SOCIAL
CHALLENGE
What started with Athlete Recovery Sleepwear developed into a bioactive clothing line for all occasions. Under Armour partnered with Celliant for the ingredient technology and partnered with us to help tell the story, build a brand and not just launch a product, but to build a category.
SOLUTION
Positioned as GEAR FOR YOUR NONSTOP GAME, we developed an identity system and packaging suite that telegraphed technology and style. Partnering with in-house brand photographers, Rachel Link and FJ Hughes, we produced both product and lifestyle libraries. We then collaborated with the storytelling buffs at Vignette Creative to make a short film highlighting Under Armour’s commitment to the next frontier in performance.
The fastest thing in the universe? Light. Fastest way to recover? Also light.
MADE BETTER
A short film highlighting Under Armour’s commitment to the next frontier in performance. Interviewing designers, directors and product developers, we explored how Recovery gear became the top innovation of the year. From the fit and efficacy of the product to the product team’s personal histories as athletes—the video uncovers the drive and determination of a select few to change the way athletes train.
